Macy's has released an infectious new spot in which young people are seen magically shedding their winter clothes in favor of bright summer outfits—all set to a classic 1960s single that was itself all about the hip fashions of the time.
"The Oogum Boogum Song," a 1967 track by Brenton Wood, is lyrically and thematically apt for the new ad, titled "Spotlight," created by BBDO New York. And it is engaging viewers right away—breaking into this week's list of most Shazam'd TV commercials.
"Oogum boogum" is a phrase that essentially means abracadabra, and the song has other references to casting spells. This works nicely with the magical visuals, showing the talent effortlessly transforming their clothing (thanks to some impressive CGI).
The 30-second spot doesn't include any verses from "The Oogum Boogum Song," just the chorus. But the song was all about fashion—name-checking everything from miniskirts to bellbottom pants.
"It turned out to be the perfect song, not just because the song is about fashion, but also because of the magical feeling the song emits," says Kathryn Kvas, associate creative director at BBDO. "For instance, in the second scene of the spot Brenton Wood sings 'You're casting your spell on me' as if the sun is casting spells on everyone in the spot, magically transforming their outfits from winter to summer."
She adds: "We wanted a fun summer track for 'Spotlight,' and this song is the epitome of summer—lighthearted and catchy. We also liked that the song's lyrics weren't too on the nose about summer and sun, but still perfect, because each stanza is all about different outfits."
Kvas says the track also fit the Macy's brand in a broader sense.
"The track is timeless, and adds a great depth and flavor to the spot," she says "We loved the song because even though it's a retro track, it feels very familiar. Macy's fashion is aspirational, but always approachable and part of real people's lives. This track delivers that exact sentiment."
In a statement to Clio, Macy's described how it uses music.
"Our approach is to find music that marries with the imagery in our spots that will deliver the desired emotional takeaway and vibe for the brand," the retailer says. "We don't have a specific genre of music that is exclusively right for the brand. Instead, it's about the time of year, the mood we're after and is a cool track. Music is an incredibly important piece of the puzzle as it helps to drive the narrative and help set the tone of the communication."
See the rest of this week's 10 most Shazam'd ad below, with Target and Apple once again battling it out at the top. The one other newcomer on this week's list is a Dior J'adore spot that actually broke last year, featuring Woodkid's song "I Love You."
The 10 Most Shazam'd Ads of the Week: May 6-13
Track: "The Middle"
Artist: Maren Morris, Zedd, and Grey
Track: "Batshit/That's It"
Artist: Sofi Tukker
Agency: TBWA\Media Arts Lab
Track: "Feel It Still"
Artist: Portugal. The Man
Track: "Never Be The Same"
Artist: Camila Cabello
5) Transitions Optical
Track: "The Sun"
Artist: Parov Stelar Feat. Graham Candy
Agency: Animals Paris
Track: "Light It Up (Remix)"
Artist: Major Lazer Feat. Nyla & Fuse ODG
7) Dior J'adore
Track: "I Love You"
Track: "No Games"
Artist: Stella Mwangi
Agency: Leo Burnett, Chicago
Track: "The Oogum Boogum Song"
Artist: Brenton Wood
Agency: BBDO New York
Track: "Higher Love"
Artist: James Vincent McMorrow
Agency: Innocean USA