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Image created on wordle.net.

The above image represents more than my recent obsession with creating word clouds on wordle.net. This particular cloud is made up of just a small sampling of email subject lines sent in one evening to poke me into some early holiday shopping. On the one hand—yay for free shipping! On the other hand—oh my word! I know retailers are nervous about consumer spending, and families are just trying to make ends meet. But the barrage of discounts plus the news reports that superstores are putting in extra security to avoid parents shooting one another over inventory explains why I’m feeling a little “Grinchy” this year. Normally I’m full tilt into planning the numerous ways to annoy my family with my unwavering and childlike love of Christmas. But this year something is definitely lacking in the spirit department, and I think it’s going to take more than Charlie Brown and Linus to get me inspired.

Bah humbug, indeed.

I’m giving big kudos to Macy’s and our buddies at JWT for launching their new holiday campaign called “Believe.” They were inspired by an inquisitive eight-year-old and the New York Sun classic editorial, “Yes, Virginia, there is a Santa Claus.” One hundred years later its message is still simple but beautiful.  Macy’s is giving everybody a “million reasons to believe” this year by collecting stamped letters to Santa and donating a dollar for every letter to the Make-A-Wish Foundation. On their website you can even download some awesome Santa stationery. The famous Macy’s Santa will also get the rock star tour treatment and is coming to town early—so not just the lucky ones among us that are close to Herald Square can find him this year. And most impressively, when some clients are wondering if TV is dead as a medium, they have produced an animated special for CBS called “Yes, Virginia” which airs December 11th. You can see the lovely trailer on their "believe" website or on YouTube. You're going to want to set your DVR by the looks of it. Not only that, but I’m Facebook friends with Virginia now. Great message that’s right for the time, feels authentic for the Macy’s brand, and executed in numerous platforms. The branding professional AND the eight-year-old inside of me are cheering!

Thanks to Macy’s and JWT for reminding everybody that giving is much, much more than getting your hands on the hottest toy, and something as simple as a stamp can go a long way to making somebody’s wish come true.  Times are tough, and it’s more important than ever to rediscover what the holiday season is really about.

(And yes, Macy’s, thank you for 15 percent off and free shipping—because I can use a little of that too!)