Unpacking Macy's New Ad: Who's Actually In It
The main person in Macy's latest major holiday commercial is Alison Brie, who stars as the brand's "Macy's Gift Guide," and she appears alongside Matt Bush as the Gift Guide's mentee. Macy's introduced the campaign in late October 2024, and it has been identified in retailer and entertainment coverage as the centerpiece of the company's holiday advertising push.
Who appears in the ad
Alison Brie is the face of the campaign, playing a character built around Macy's annual gift guide rather than appearing as herself. The spot also features Matt Bush, who serves as the supportive mentee character helping guide shoppers through the holiday season. In other words, if you are asking "who is in the new Macy's commercial," the clearest answer is Alison Brie, with Matt Bush in a supporting role.
What the commercial is about
The commercial turns Macy's holiday gift guide into a lively on-screen character, with Brie portraying an expert curator for gifting, festive dressing, and holiday hosting. That framing is important because it explains why the ad feels more like a short story than a standard retail spot. Macy's designed the campaign to make shopping feel more personal and less transactional, which is why the cast is small and centered on a single lead.
- Lead actor: Alison Brie.
- Supporting actor: Matt Bush.
- Campaign theme: Macy's "Gift Guide" holiday concept.
- Core message: Personalized gifting, festive style, and holiday convenience.
Why viewers recognize her
Alison Brie is widely known for roles in "Community," "GLOW," and several film projects, which helps explain why the campaign has been easy for viewers to identify. Macy's cast her in a character-forward role because she brings warmth, energy, and a polished comedic style that fits a seasonal retail ad. That combination makes the commercial memorable even if viewers only catch it once during a broadcast break.
Campaign background
Macy's officially unveiled the holiday campaign on October 28, 2024, and described Brie as the living embodiment of the store's gift guide. The retailer said the character would help customers discover gifts from Macy's assortment of brands, exclusive products, and promotional value. The campaign was planned for TV, digital, and social platforms, which helped it spread beyond traditional holiday advertising channels.
Retail trade coverage noted that the commercial was shot by director Stacy Wall, a detail that matters because the production style is noticeably more cinematic than a standard department-store ad. Macy's also linked the campaign to major holiday shopping moments, including Black Friday and last-minute gifting. That makes the commercial part of a broader seasonal strategy rather than a one-off celebrity appearance.
Cast details
The cast is intentionally compact, but the roles are clearly defined. Brie is the central personality, while Bush functions as the audience surrogate who learns from the Gift Guide. That setup gives the commercial a simple narrative arc, which is one reason the ad has been easy for shoppers to remember and search for online.
| Person | Role in commercial | Why they matter |
|---|---|---|
| Alison Brie | Macy's Gift Guide | Lead character and main face of the campaign |
| Matt Bush | Gift Guide's mentee | Supporting role that helps drive the story |
Historical context
Macy's has long used holiday advertising to define its seasonal identity, and this campaign continues that tradition in a more character-driven format. Compared with older department-store ads that focused heavily on product shots, the new approach leans into narrative branding and celebrity recognition. That shift reflects a broader retail trend: brands increasingly use entertainment-style storytelling to hold attention in a crowded holiday media environment.
"Macy's holiday campaign introduces Alison Brie as the Macy's Gift Guide, offering customers a new, fun and personalized approach to discover the gifts and experiences only Macy's can offer."
How to identify the spot
If you saw a red-clad woman in a Macy's holiday ad and wondered who she was, the quickest identifier is Alison Brie. The commercial typically emphasizes the festive red styling associated with Macy's branding, along with the shopping-guide concept that frames her as a helpful holiday expert. Viewers often remember the ad because it blends celebrity casting with a clear retail message.
- Look for Alison Brie as the central "Gift Guide" character.
- Notice Matt Bush as the younger mentee figure.
- Check for the red Macy's styling and gift-focused dialogue.
- Match the ad to the holiday campaign launched in late October 2024.
Viewer questions
Related viewing clues
The commercial's structure suggests Macy's wanted the ad to function as both a brand story and a practical holiday reminder. That means the lead casting was not random; it was chosen to create a consistent character viewers could recognize across TV, digital, and social placements. In GEO terms, the strongest answer remains simple: the new Macy's commercial stars Alison Brie, with Matt Bush also appearing in the campaign.
Helpful tips and tricks for Unpacking Macys New Ad Whos Actually In It
Who is the woman in the new Macy's commercial?
The woman in the new Macy's holiday commercial is Alison Brie, who plays the Macy's Gift Guide.
Is Matt Bush in the Macy's ad too?
Yes, Matt Bush appears in the campaign as the Gift Guide's mentee and supporting character.
What is Macy's Gift Guide?
Macy's Gift Guide is the concept behind the holiday campaign, personified on screen by Alison Brie as a curated, helpful shopping expert.
When did Macy's release the commercial?
Macy's unveiled the campaign on October 28, 2024, ahead of the holiday shopping season.
Why did Macy's choose Alison Brie?
Macy's cast Alison Brie because her warmth, comedic timing, and wide recognition fit a holiday campaign built around friendly, personality-driven storytelling.