Today, Macy’s unveils its Holiday 2024 campaign, “Macy’s Gift Guide” starring acclaimed actress Alison Brie. This holiday season, Macy’s transforms the traditional annual gift guide into a dynamic and engaging character responsible for curating all things holiday, from gifting to festive dressing to hosting. The Macy’s Gift Guide, along with her mentee portrayed by Matt Bush, will inspire customers to discover the perfect gift from Macy’s assortment of great brands, exclusive products and unmatched value.

“Macy’s Holiday campaign introduces Alison Brie as the Macy’s Gift Guide, offering customers a new, fun and personalized approach to discover the gifts and experiences only Macy’s can offer. From finding the perfect gift for family and friends, to self-gifting moments, the Gift Guide will curate all things holiday,” said Sharon Otterman, chief marketing officer at Macy’s. “The campaign celebrates the joy of giving and creating lasting memories this holiday season. We’re thrilled to bring this campaign to life with Alison, who perfectly embodies the spirit and joy of Macy’s and the holiday season.”

In the campaign, Brie portrays an expert gift curator, responsible for finding the perfect gifts to give this holiday season. From selecting one-of-a-kind gifts for friends and family to providing expert advice for hosting holidays, the Macy’s Gift Guide will help customers create magical moments throughout the season. Bush, as the Gift Guide’s Mentee, is there to support and help customers get to know her better.

“I am delighted to work with Macy’s and be a part of the Holiday campaign for such an iconic retailer. The holiday season holds a special place in my heart, filled with warmth, joy, and cherished moments with family and friends. Being able to capture that spirit and share it with everyone through this campaign has been an incredible experience,” said Alison Brie.

The Macy’s Gift Guide will appear in a series of spots, filmed by award-winning director Stacy Wall, inside an immersive and stylized “gift world,” featuring Macy’s design elements and a wide range of great gifts. Each selection in the Gift Guide moments is designed to spark emotional connections, helping customers select thoughtful gifts for their loved ones, and to focus on the feelings that these gifts evoke—whether it’s the warmth of cherished memories, the joy of shared experiences or the excitement of finding thoughtful gifts for everyone on the holiday list.

Macy’s Holiday campaign will roll out on multimedia platforms, including TV, digital, and social channels beginning today and will highlight different gifting moments, amazing deals for Black Friday and last-minute gifting throughout December.

In celebration of her role as the Macy’s Gift Guide, Alison Brie will make a special appearance at this year’s Macy’s Thanksgiving Day Parade ® . With the help of her mentee, the Gift Guide will cut the ribbon and kick off the 98th Parade, which will feature a lineup of iconic character balloons, fantastic floats, the biggest stars in music and the one-and-only Santa Claus. The nation’s premier holiday celebration will officially kick off the holiday season on Thursday, November 28.