Macy’s has always had a flair for the dramatic. Whether it’s the iconic Thanksgiving Day Parade that stops the nation in its tracks or its gleaming windows that signal the start of the holiday season, the retail giant has long understood the art of spectacle. But now, Macy’s is taking an even bigger leap—shifting from traditional ads to scripted TV, diving headfirst into the world of brand entertainment.
At first glance, this might seem like just another marketing pivot to keep up with changing times. But look closer, and it’s clear: Macy’s is rewriting the marketing playbook. This move is not just about selling products; it’s about selling a compelling story—and that’s a game-changer for how brands engage with audiences.
From Selling Products to Selling Stories
For generations, advertising was about making sure your message reached the masses—whether through billboards, TV spots, or online banner ads. But somewhere along the way, consumers grew tired of being interrupted. The rise of ad blockers, on-demand content, and the trend toward skipping commercials reflects a seismic shift: People don’t want to be sold to—they want to be entertained.
Macy’s has realized this, and instead of fighting against the tide, it’s leaned into it. Instead of bidding for ad space, Macy’s is making its own content. They’ve secured the exclusive rights to turn the bestselling book When Women Ran Fifth Avenue into a scripted television series. And while the show will naturally feature Macy’s name, the beauty lies in how seamlessly the brand is integrated into the story. The brand is a presence, not an interruption.
This is the magic of brand entertainment: it’s not about pushing products in your face. It’s about weaving your brand into stories that people genuinely want to engage with. Macy’s is in the business of creating a narrative, and in doing so, it’s fostering an emotional connection with its audience.
Why Brand Entertainment is the Future of Marketing
Let’s face it: the days of traditional ads—those 30-second TV spots and pop-up banners—are numbered. Consumers don’t just avoid ads; they actively tune them out. Instead, brands like Macy’s are realizing that they need to offer something more engaging. The future is brand entertainment, where businesses invest in storytelling rather than ad campaigns.
And the numbers back it up. Branded content generates 22 times more engagement than traditional ads. Why? Because stories are powerful. Macy’s isn’t just selling clothes or home décor; it’s selling a legacy, an experience, a piece of history—and people want to be a part of that.
But Macy’s isn’t alone. Brands like Chick-fil-A are launching apps filled with original content, from games to animated series, while Red Bull has long been producing extreme sports documentaries. These brands understand that loyalty isn’t built through a sales pitch; it’s built through connection. And what better way to connect than through the universal appeal of storytelling?
How Other Brands Can Follow Macy’s Lead
Okay, we get it—Macy’s is a giant, and not every brand has the budget to create a full-scale TV series. However, that doesn’t mean brand entertainment is out of reach for smaller companies. In fact, you don’t need a blockbuster budget to start creating content that resonates with your audience. Here’s how:
Start with your story: Every brand has a unique story to tell. It could be the journey that led to its founding, the impact it has on the community, or the passion behind its products. Find the emotional core of your brand and build your content around it.
Create binge-worthy content: Not every piece of content has to be a blockbuster TV show. Think about creating a podcast, a YouTube series, or even a mini-documentary that tells your brand’s story in an engaging, entertaining way. The goal is to keep people coming back for more.
Collaborate with content creators: You don’t have to go it alone. Partner with influencers, writers, or filmmakers who align with your brand’s values. By doing so, you can create authentic content that feels organic and natural—something people actually want to watch, not skip.
Think beyond ads: Sponsorships can be a powerful tool. Instead of running ads, why not sponsor meaningful stories? Whether it’s a fitness brand backing a health-focused web series or a fashion brand supporting a sustainability documentary, it’s all about embedding your brand into content people care about.
The point is this: Brand entertainment isn’t about how much money you have—it’s about how creatively you tell your story.
Macy’s Is Playing the Long Game—Are You?
By moving into scripted TV, Macy’s isn’t just making a smart marketing decision; it’s making a cultural statement. It’s proving that retail brands can do more than sell—they can entertain, inspire, and create a lasting connection with their audiences. This shift signals a broader change in the way businesses think about their marketing strategy.
And let’s be clear: this is just the beginning. As more and more companies begin to realize the power of brand entertainment, traditional advertising will become a thing of the past. Macy’s is leading the charge, but soon enough, others will follow. Authentic storytelling is on the rise, and brand entertainment is here to stay.
So, the real question is: Will your brand be part of the revolution?
FAQs
- How can small brands use brand entertainment?
Small brands can start by telling their unique story through short-form content like podcasts, blogs, or even YouTube videos. No huge budget is required—just a passion for your narrative. - Why is brand entertainment so powerful?
Because people skip ads, but they love a good story. By creating content that entertains rather than interrupts, brands can capture attention in a way traditional ads can’t. - How do you know if brand entertainment works?
If your audience is sharing your content, commenting on it, or binge-watching it, you’re doing it right. Engagement is the key metric to track.