One Direction promote Black Friday for Macy's

It hinges on the promotion of the store’s Black Friday event and particularly One Direction’s fragrance, Our Moment. The spot was filmed at the store’s flagship Herald Square branch in New York, and produced by Macy’s in association with JWT New York.

Macy’s will drip-release making-of footage over the coming weeks as part of the campaign. The store has its own YouTube channel which will show the behind-the-scenes content.

Commenting on the campaign, Macy’s chief marketing officer, Martine Reardon, said: “The spot is very playful and fun, capturing a comical exchange with the boys and our store manager, Harold. It is sure to entertain customers and fans across the country, and will create a buzzworthy moment to kick-start the excitement around Black Friday at Macy’s.”

Macy’s have form when it comes to using hot young pop stars for its campaigns, having turned in the past to Justin Bieber and Taylor Swift to boost their youth appeal.

You can watch the commercial below.