Who is the model in the new Macy’s commercial today?
By Carmichael Phillip
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The star of Macy’s new commercial: Alison Brie
The person you’re seeing in the latest Macy’s commercial is Alison Brie. Macy’s has cast her as the living embodiment of its “Gift Guide” for the 2024 holiday campaign.
In the commercial’s narrative, she’s not just a model — she is the Macy’s Gift Guide, curating presents, hosting ideas, and festive style.
What does her role represent?
Macy’s reimagined its traditional printed gift guide for 2024 by turning it into a character. Rather than flip through a catalog, customers are guided by a person — Alison Brie — who brings warmth, personality, and a very real presence to the holiday-shopping experience.
Macy’s, Inc.
She “curates all things holiday” in the ads: from picking out gifts to advising on how to dress for parties and how to host.
Her assistance is supported by a younger actor, Matt Bush, who plays her “mentee,” reinforcing the idea that Macy’s is guiding you every step of the way.
Macy’s, Inc.
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Why Macy’s chose Alison Brie
There are several smart reasons for Macy’s decision:
Familiarity & Credibility: Alison Brie is best known for her work on Community and GLOW. Her face and persona bring a warm, relatable charisma that resonates with a wide audience.
Character Fit: As someone who feels at ease in earnest, thoughtful roles, she fits perfectly as a “gift curator” — someone who isn’t just selling, but helping.
Multichannel Appeal: The campaign is not just for TV; it spans digital and social media platforms. Having a known actress gives Macy’s more reach.
Narrative Power: By personifying their gift guide as a character, Macy’s makes its marketing more story-driven — and Alison Brie is well-suited to carry that narrative.
Behind the scenes & creative vision
Macy’s worked with Stacy Wall, an accomplished director, to bring the campaign’s “gift world” to life — a stylized environment full of festive design cues and Macy’s signature red-star motif.
Macy’s, Inc.
In the ads, Brie wears a tailored red outfit with Macy’s iconic stars, placing her squarely in the center of this magical, holiday-inspired world.
Matt Bush, as her mentee, helps ground the narrative. Together, they navigate this “gift world,” showing how Macy’s can help customers find the right gift and make holiday moments special.
Macy’s, Inc.
Additionally, Macy’s has made her a face in more than just commercials — she’s set to appear in their Thanksgiving Day Parade to launch the season.
Public reaction and commentary
According to Retail Dive, Macy’s campaign has generated buzz, especially because Brie’s portrayal turns a standard marketing tool (the gift guide) into a living, breathing concept.
Retail Dive
On Reddit, many viewers were initially unsure who she was. Some users wrote:
“The woman is actress Alison Brie.”
Reddit
Others took more time to identify her:
“It took me a couple times seeing it … I knew it was her immediately by her voice.”
Reddit
Some criticism has also come in. A few viewers don’t love the tone or execution of the ads, calling parts of it “awkward” or overly stylised.
Alison Brie’s perspective
Brie has expressed genuine enthusiasm for her role. She said she’s “delighted” to be part of Macy’s holiday campaign, noting that holiday traditions and nostalgia played into her decision.
Macy’s, Inc.
In an interview with People magazine, she revealed she grew up shopping at Macy’s — her childhood connection added a layer of authenticity to her role as the store’s gift curator.
People.com
She also emphasized that her favorite part of the campaign is helping to “spark emotional connections” through gifts — not just offering stuff, but meaningful moments.
Macy’s, Inc.
Why this matters for Macy’s
Differentiation: Holiday retail advertising is saturated. By making the gift guide a person, Macy’s stands out.
Emotional engagement: Customers don’t just see products — they see someone guiding them, making the experience more personal.
Brand personality: The campaign humanizes Macy’s, positioning the retailer not just as a store, but as a companion in your holiday planning.
Broad reach: Using a well-known actress bridges Macy’s traditional customer base with younger, digital-savvy audiences.
Quick profile: Alison Brie
Full Name: Alison Brie Schermerhorn.
Wikipedia
Notable Work: Community, GLOW, and various film/TV roles.
Wikipedia
Role in Macy’s Campaign: Portrays the “Macy’s Gift Guide,” a character who curates gifts, style, and hosting ideas for the holiday season.
Launch & Rollout: Her role debuts across TV, digital, and social, and Macy’s has tied her appearance to marquee moments like the Thanksgiving Day Parade.
In summary
If you’ve been watching Macy’s new commercial and wondering, “Who is that model?”, the answer is: Alison Brie. But she’s more than a model. She’s the embodiment of Macy’s Gift Guide — a character created to make holiday gifting feel more personal, more joyful, and more intentional. Through her, Macy’s isn’t just selling things; they’re offering inspiration, connection, and a human touch to holiday shopping.
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