This year the season is the reason in Myer’s bold new Christmas campaign via Clemenger BBDO
Myer is encouraging Australians to embrace the chaos of Christmas and ‘Let the Season be the Reason’ to indulge, smile and shop, in a new campaign with Clemenger BBDO.
The fun, bold and colourful multi-touchpoint campaign has been designed to bring the energy and excitement back to Christmas. Taking a confident and unexpected approach, the campaign launches with a film that is set on Christmas eve, where a couple face the relatable stress of having to wrap their family’s long list of gifts. Starting from exhaustion, the couple get into their groove and then into a groove, transforming the mundane palaver into an exhilarating performance.
With fun, cheeky and attention-grabbing tag lines such as; ‘Stuff the turkey, stocking and self-control’, ‘Grab Christmas by the baubles’, and ‘Deck the halls, kitchen and living room’, the campaign will be brought to life across TV, BVOD, OOH, digital, social, online, in-store VM, gift wrapping and team member uniforms.
Says Geoff Ikin, chief customer officer, Myer: “When it comes to Christmas no one does it better than Myer. This year we’re approaching the festive season with more confidence than ever knowing Myer is unmistakably the trusted home of all Christmas gifting and entertaining needs.
“From our much-loved Melbourne Christmas Windows, which will feature iconic scenes in celebration of Disney’s 100 years of wonder, to our national Santalands, curated Giftoriums and our Myer one VIP shopping nights, we are there to help our customers celebrate this festive season.”
“The campaign has been created to cut through the noise in typically the most cluttered media environments at Christmas. It’s fun, engaging, irreverent and offers what our customers love – a little surprise and delight. Australians love to celebrate Christmas, and so do we!”
Says Jim Curtis, chief creative officer, Clemenger BBDO: “Christmas is a weird and wonderful time of year filled with rituals that under normal circumstances would make absolutely no sense whatsoever. We leave carrots in our driveways for flying reindeer, we wear itchy, woollen sweaters in the middle of summer and we go the extra mile to show our loved ones how much they mean to us. This year we’re asking Australians to let the season be the reason and double down on everything that makes Christmas, Christmas. Yes, that even means fully embracing the unique task of wrapping gifts at midnight the night before.”
The campaign’s media approach, led by Essence, brings ‘The Season is the Reason’ to life through a range of bespoke media tactics. These include high impact, broad-reaching media to make the campaign unmissable, alongside content and partnerships to drive two-way conversation and showcase products to position Myer as the perfect gifting destination.
To find out more about the campaign, visit Myer.com.au.
Client: Myer
Creative agency: Clemenger BBDO
Media: EssenceMediacom
Production company: Good Oil
35 Comments
did it better
Yeah at least its not the same old xmas ad with lunch etc.
first time commenter. but this made me do it.
It’s the hand gesture at “16 for me. yikes.
We want our dancing idea back
Just horrible.
Agree!
Loved it, was super fun 🙂 Well done to all involved
Going all in on Christmas is an ok strategic space to play in – even if it’s not a deeply original one. But the work fails to communicate the strategy. It’s confusing.
How many more chances will Clemenger get on this business? The last few years of work has been really bad.
Just no
This is a really upsetting cheese dream.
What was that?
Terrible
You know it’s bad when there are no director credits
Maybe Santa will bring you a hyphen this Christmas.
#3
Makes sense if you play it backwards…
Sometimes you see a bad ad and think “I can see what they were trying to do”. Not this one.
Is it Clems or is it the client? Who is actually responsible for this hot mess?
For what is their core trading period, this ad doesn’t exactly scream ‘shop with us’, does it?
Only product I saw was headphones; which even boomers (let alone young couples like the talent) know you can buy at JB for a much better price.
Clems a shadow of its former self who would have thought.
the process and jesus
This is the rhythm of my craft nightmares
This is how you do it properly: https://www.youtube.com/watch?v=70P7-pkyP4Q
Really??? And show me the 30 second cutdown.
As a viewer this feels like I’ve been kicked in the baubles.
Ok, so we have people dancing to a bangin’ 90’s track. Now, what’s the brief?
I think “dancing” is a bit of an overstatement here
Fair difference in the budgets of Apple v Myer … Ridiculous to even compare!
I think the production on this is fantastic!
I liked it. Awesome production and reminds us that it’s all worth it – especially with the amount purchased at Myer’s one-stop shop. Sue me for digging it!
The real reason for the season is the birth of Jesus!
But don’t let that get in the way of commercialisation..
Haven’t seen anything so senseless in a long time. Do you even know what the target audience is!
Sad misuse of the Christian message Remember the reason for the season. It’s about the birth of Christ, guys. Disappointed in you, Myer. Offensive to Christians.
More common these days for nobody to personally own up to making these things. Especially the creatives and director. That’s a bad sign considering it’s Myer Xmas.
Possible reasons:
Creative generally down lately.
Clients having all the power.
General fear.
Conservative market.
Wavering budgets.
Agency picking the wrong directors and directors just doing whatever for money.