Marshall Field's (Minneapolis) has launched a series of advertising spots featuring its holiday theme, “There's no place like Field's.” But as there will soon be no more Field's — parent company Federated Department Stores Inc. (Cincinnati) plans to convert the chain's 60-plus stores in eight states to the Macy's nameplate by fall 2006 — the current TV campaign is likely the last holiday season promotion that will bear the Field's name.
“The concept of this campaign is natural and unscripted to embody the holidays and the sentiment of the season as seen through the eyes of children,” said Paul Cavalli, Marshall Field's senior vp, marketing and visual merchandising. “We believe each spot will strike a chord with our guests.”
The campaign provides a glimpse into the insights of a group of school children onstage at a holiday performance, while incorporating Marshall Field's holiday tagline, “There's no place like Field's.” From the existence of Santa Claus to the exact location of the North Pole, the children offer insights with charismatic descriptions.
Marshall Field's developed the concept in partnership with director Rupert Wainwright, whose directorial credits include such movies as “Fog” and “Stigmata.” The campaign will run through the holiday season on stations in Minneapolis, Chicago, Detroit and Milwaukee.