Jessica Simpson, Usher, Tim Gunn… Did We Miss Anyone?

Macy’s has decided to spend $100 Million on a new ad campaign featuring Sean “Puffy” Combs, Jessica Simpson, Martha Stewart, Russell Simmons, Tim Gunn and Donald Trump - the heavy weights of celebrity. We’re always a little wary when it comes to celebrities pushing for retail stores. It has never worked for The Gap, and we’re pretty sure it’s not going to light a fire under consumers to haul it to Macy’s.

The WSJ reported that shares have dropped roughly 13% in two years. Meanwhile, their competitor JCPenny’s saw a recent bump in profits due to lower price points, direct marketing to the middle class and the inclusion of some private label offerings. What’s always worked for department stores is huge sales, coupons and good prices. Macy’s price point is a bit higher than Penny’s and miles higher than say, Wal-Mart. Does Macy’s really think that the college student in Little Rock cares that Usher has a line of jeans there? Do they think that high end Texas socialite is heading to Macy’s to get her Tim Gunn products? Guffaw. Macy’s is trying to be all things to all people, which is reflected in this new campaign that brings in a class of cultures that are all truly high end celebrities. It’s faulty logic.

The new spots are going to play on the same old scenarios that every other commercial featuring these stars has employed such as Martha’s anal retentive side and Jessica being an idiot. Other commercials will pair celebs together like Tyler Florence who is a chef on the Food Network bringing Tommy Hilfiger a meal while the designer sets up his signature brand merchandise in a store. The ads were created by J. Walter Thompson. We expected better.

The entire campaign is costing the brand somewhere around $100M. We’re pretty sure it’s not going to be worth it.