Luxury retailer Neiman Marcus is leaning into consumer optimism about the holidays with a new campaign under the tagline “Celebrate Big, Love Even Bigger,” getting a bit of a jump on sales ahead of Halloween.
“The campaign to me is a progression of our customers’ lives, that we’ve reintroduced ourselves and now it’s an opportunity to celebrate the connection with our loved ones, our family and our friends,” CMO Darren McColl told Adweek. “The idea is that last year we didn’t really get to do that as much as we would have liked. There were all sorts of restrictions in many parts of the country.”
This holiday season, however, shoppers are returning to in-person events. “So this is really a campaign about that human connection,” McColl added.
Described as a modern take on a love story featuring a chance meeting between the dancers Alison Ingelstrong and Andre Malcolm, the spot is set to the song “It Had to Be You,” performed by pop singer and songwriter Rachel Norman and an accompanying jazz orchestra.
A hero video directed by Anais La Rocca and produced with studio The Mill can be seen on platforms such as YouTube, Facebook, Hulu, NBC and MNTN.