Macy’s and CBS believe in Christmas (sales/ratings).

Once again, Macy’s is producing branded content in the form of an “animated classic based on the timeless true story that inspired a whole new spirit of believing!  (Yes, Virginia will air on CBS-TV, Friday, December 9. Check local listings.)”

Trailer:

CBS is also flogging Macy’s Write Santa a Letter and Help Make Wishes Come True promotion, which works like this:

From yesterday’s The Magic of Macy’s ad in the Boston Globe:

Tune into the CBS Early Show at 7 am for letter count updates to Santa throughout the holidays.

Relentless cross-promotion here.

That’s the magic of stealth advertising.