Macy's Inc. will launch television ads next month featuring 11 celebrities including Donald Trump, Martha Stewart, Jessica Simpson and Sean Combs promoting products being sold under their name at the department-store chain.

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The ads will start during the Emmy Awards broadcast on Sept. 16 and run through the fall, Jim Sluzewski, a spokesman for the Cincinnati-based company, said Thursday. The celebrities will appear together and poke fun at their reputations, he said.

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