You've read a gift guide,
but have you met one?
The holiday season often brings more pressure than joy. Finding meaningful gifts, hosting, and navigating endless deals can turn gifting into a stressful chore. Macy’s set out to change that by introducing a warm, relatable embodiment of a gift guide — someone who brings ease, expertise, and excitement back to holiday shopping. Enter the Macy’s Gift Guide, played by the fabulous Alison Brie. As a trusted curator, she helps shoppers find the perfect gifts with confidence. Set in a whimsical, festive Gift Guide World, she’s joined by her eager mentee, played by Matt Bush, to transform holiday shopping from a chore into a joyful moment of connection — one that only an icon like Macy’s can deliver.
The Gift Guide Returns
Following the success of her Holiday debut, the Macy’s Gift Guide (starring Alison Brie) returned to help shoppers navigate another season of meaningful and often maddening gifting: Mother’s Day and Father’s Day. Because let’s face it, when it comes to Mom and Dad, the response is usually “I don’t need anything,” or a classic, unreadable shrug. Set once again in a whimsical Gift Guide world, the campaign infused warmth, humor, and helpfulness into the shopping experience. With curated picks and clever guidance, we once again helped Macy’s make it easier for shoppers to find the perfect gift for even the trickiest recipients.
The Gift (Guide) That Keeps on Giving
For holiday 2025, we expanded and evolved the Gift Guide world to be more cozy and inviting than ever before. On top of that, we brought more warmth and charm to GG’s character, bringing shoppers into her world for the first time to get her gifting guidance firsthand. The resulting campaign is filled with endearing relatability and all the Macy’s magic and whimsy you expect from this iconic brand.
