New Simon Campaign Touts Malls’ Multi-Generational Appeal

Mall operator Simon has unveiled its Meet Me @themall campaign, blending ’80s and ’90s nostalgia to capture Gen Z’s enthusiasm for in-person shopping and all things retro. The campaign is now live on premium streaming services including Netflix, Peacock, Hulu and Disney+ as well as on Instagram, YouTube, TikTok, Simon’s owned channels and in its shopping centers across the U.S. Additionally, Simon has launched @themall social channels on TikTok and Instagram.

“The mall is a touchstone of the American cultural experience — one with remarkable staying power,” said Lee Sterling, Chief Marketing Officer at Simon in a statement. “Celebrating the spirit of meetups in the food court, memories made with friends and coming-of-age moments, this new campaign is Simon’s invitation for everyone to gather in a place that has always brought joy, community and memorable experiences.”

The ads are the first phase of a broader campaign that will feature content designed to generate enthusiasm among both Gen Z and their parents. More than 250 creators and influencers are partnering with Simon, including the stars of the initial spot: Alejandro Rosario, The Pitman Sisters, Gym Tan, Mya Miller, Preshous Jordan and Dan Pelosi.

The spots were created in partnership with SuperBloom House and directed by Matty Peacock, known for his collaborations with Billie Eilish, Cardi B, Selena Gomez, One Republic and Demi Lovato.