Who is the female in the new Macy’s commercial?
Unwrapping the identity of Macy’s latest on‑screen star
(By Carmichael Phillip)
Meet the actress: Alison Brie
If you’ve caught Macy’s latest commercials across TV, social media, or YouTube, you’re probably wondering: who is that charismatic woman in the festive red suit? The answer: it’s acclaimed American actress Alison Brie, best known for her roles on Community and GLOW.
Brie stars as the titular “Macy’s Gift Guide,” making the department store’s annual gift catalog come to life with humor, charm, and a warm holiday vibe.
What’s the concept behind the campaign?
In Macy’s holiday campaign, Brie isn’t just plugging products—she is the Macy’s Gift Guide. She coaches a mentee (actor Matt Bush), navigates a stylish “gift world,” showcases Black Friday steals, and offers last‑minute holiday tips.
This cinematic setup—directed by Stacy Wall—uses vibrant visuals and festive settings to create emotional buying moments, emphasizing Macy’s as the go‑to destination for both heartfelt and practical gifts.
Multi‑holiday rollout: beyond Christmas
Brie’s presence in Macy’s commercials spans beyond the winter holidays. Highlights include:
Valentine’s Day Gift Guide (Feb 2025): Brie returns with Matt Bush, guiding viewers through romantic and friend‑focused gift selections.
Mother’s Day Spot (May 2025): A heartfelt reflection of mom‑child relationships—Brie again at the center.
Father’s Day Commercial (June 2025): Showcasing golf clubs, gadgets, and more with Brie’s effortless charm.
This year‑round campaign positions Brie as Macy’s ever‑present holiday ambassador.
Why Alison Brie was chosen
Three key reasons underscore Macy’s pick:
Wide appeal – Brie’s roles in Community and GLOW have earned cross‑demographic recognition.
Authentic connection – Brie has shared her personal holiday nostalgia tied to Macy’s, reinforcing genuine brand alignment.
Media versatility – Whether she’s shopping scenes, heartwarming narratives, or mentor‑mentee scripts, Brie handles each tone with effortless grace.
Styling, production & behind‑the‑scenes
Macy’s outfits are decked with signature red star motifs, creating visual consistency throughout the campaign. Commercials show Brie walking through color‑coordinated backdrops, coordinating with content across Macy’s website and social feed.
Filmed by award-winning director Stacy Wall, the series boasts cinematic lighting, bold sets, and tight pacing—designed to feel both like a polished short film and a gift-filled shopping reel.
Audience reaction & cultural impact
On Reddit, fans noticed the familiar face instantly:
“Yes, it’s Alison Brie. She’s Macy’s new lead spokesmodel.”
People magazine echoed that sentiment, highlighting Brie’s authenticity in recalling her childhood shopping at Macy’s.
See it for yourself: Video examples
Check out two representative holiday ads featuring Alison Brie:
Macy’s Gift Guide Holiday Campaign (featuring Alison Brie)
Valentine’s Day Gift Guide with Alison Brie & Matt Bush
Beyond these, Macy’s has released Mother’s Day and Father’s Day spots with Brie maintaining her charismatic presence.
Behind the brand strategy
Macy’s aims to personify its product catalogs into a friendly, relatable, expert persona. Brie anchors that persona—and gives consistent tone across seasons. This ties together digital, social, and broadcast channels in a seamless narrative voice.
Moreover, by appearing in Macy’s Thanksgiving Day Parade (2024), Brie expanded visibility beyond ads to live events—taking on a ribbon‑cutting duty.
About Alison Brie
Career highlights: Community, GLOW, Apples Never Fall (Peacock), and roles in Together opposite Dave Franco.
Accolades: Golden Globe and SAG Award nominee.
Upcoming: Cast as Evil‑Lyn in Masters of the Universe live action (Amazon MGM).
Brie’s versatility—from comedy to drama—adds dimensions to Macy’s persona and campaign storytelling.
**How to find the ads online
Here are the best ways to watch and explore:
YouTube: Search “Macy’s Gift Guide Alison Brie holiday” for full spots.
Macy’s official channels: Instagram, TikTok, Facebook—look for gift guide reels around holiday dates.
ispot.tv: Broadcast versions, including Father’s and Mother’s Day, are available on ad tracker sites.
Final word
That captivating woman in Macy’s new commercial is none other than Alison Brie—a thoughtful choice that aligns performance, sentiment, and brand vision. From the heart of holiday giving to Valentine’s Day romances and Father’s Day celebrations, Brie is Macy’s go‑to guide for every gifting occasion.
Her presence enlivens the campaign, weaving actress credibility, cultural presence, and sincere nostalgia into Macy’s multi‑holiday marketing tapestry.
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