Macy’s is hoping to revive sales at its 850 department stores by introducing celebrity-focused TV ads, spotlighting famous individuals like mogul Donald Trump and ditzy pop singer Jessica Simpsons, the Times reports.

This initiative to attract customers is backed up by the allure of celebrity brand-named products from Trump, Simpson, Diddy, Usher, and none other than homemaker Martha Stewart, whose empire keeps growing and growing.

The new ad campaign—reportedly costing $100 million—launched during Sunday’s Emmy Awards broadcast, and features 11 stars being made fun of through their iconic stunts, like Simpson being baffled by whether to push or pull on the Macy’s door (classic).

As much as the ads are entertaining, some people are skeptical of their power to really bring in the consumer dollars.

“I don’t think you can change perception of a brand that’s been around as long as Macy’s by bringing in celebrities,” says Al Ries, chairman of Atlanta marketing strategy firm Ries & Ries. “Look what Buick tried to do with Tiger Woods. Nobody believed that Tiger Woods drives a Buick. And nobody believes that Hollywood celebrities shop at Macy’s,” he says.

But Martine Reardon, Manhattan-based EVP of Macy’s corporate marketing, tells the Times that focusing on celebrities’ brands has paid off in the past for Macy’s and should pay off again.