Myer unveils new Christmas campaign ‘Make Your Merry Meaningful’ via Clemenger BBDO
As the holiday spirit starts to build, Myer has revealed their Christmas campaign, ‘Make Your Merry Meaningful,’ via Clemenger BBDO.
The campaign aims to reinforce Myer’s position as the ultimate destination for gifting and aims to remind Australians that Christmas is more than just a season of giving; it’s a time to connect, show love, and express appreciation through sentimental gifts that hold meaning and thought.
With fun and engaging tag lines such as, ‘Tinsel their fancy’, ‘Save Santa from checking it twice’, ‘If you know ‘em, let it show, let it show, let it show’ the campaign comes to life across TV, BVOD, OOH, digital, social, online, in-store VM and immersive in store experiences, gift wrapping and team member uniforms.
At the heart of the campaign is Wendell – a wombat-shaped soap who has been thoughtlessly regifted year after year, from Christmas to Hanukkah. In the film, Wendell shares his wisdom from being re-gifted all over the country – it’s the thought that counts.
To ensure gifts are treasured unlike poor Wendell, Myer is here to help all Australians find the perfect gift be it for family, loved ones or work colleagues, there is something for everyone at all budgets, even for the most discerning and hard to buy for.
Says Geoff Ikin, Chief Customer Officer at Myer: “The campaign is a reflection of Myer’s commitment to making Christmas truly special for everyone.
“Amid the hustle and bustle of the holiday season, Myer wants to remind Australians that Christmas is more than just a season of giving; it’s a time to connect, show love, and express appreciation through gifts that hold deep meaning and sentiment.
“We’re here to help every Australian to give thoughtfully, mindfully and meaningfully this year – from our expertly curated Giftorium, our world class service to assist and inspire choice, professional gift wrapping, and our renowned Santaland to entertain the family – we have everything all under one roof.”
Adds Tristan Graham, ECD – Clemenger BBDO: “The best Christmas ads entertain us while also making us view that time of year a little differently. And what’s more entertaining and thought-provoking than advice from a gruff little wombat soap who’s been regifted since the 80s?”
‘Make Your Merry Meaningful’ runs until Christmas Eve.
Client: Myer
Chief Customer Officer – Geoff Ikin
General Manager, Marketing – Gemma Hunter
Senior Marketing Manager – Laura Entwistle
Agency: Clemenger BBDO
Chief Creative Officer – Jim Curtis
Exec Creative Director – Tristan Graham
Creative Director – Chris Wilson
Creative Director – Roy Leibowitz
Creative Director – Daniel Pizzato
Creative Lead – Jess Moses
Senior Art Director – Elsa Mahlstedt
Art Director – Zoe Perrin
Art Director – Casey Henderson
Art Director – Bec Spiller
Senior Copywriter – Hazel Squire
Senior Copywriter – Vanessa Bruzzaniti
Copywriter – Riana McKenzie
Lead Designer – Sade Ballestrin
Craft Designer – David Anderson
Craft Designer – Richie Rossi
Designer – Ant Yee
Chief Strategy Officer – Jacqueline Witts
Planner – Helena Duniec
Managing Director – Julian Bell
Managing Partner – Anita Deutsch-Burley
Group Business Director – Charlotte Stevens
Senior Business Director – Carrie Hack
Business Director – Renee Yiannakis
Business Director – Laura Keating
Senior Business Manager – Gabriela Jao
Business Manager – Emily Gill
Account Executive Teasha McNeill
Executive Producer, TV – Karolina Bozajkovska
Digital Designer – Georgia Scott
Digital Designer – Rachael Brooks
Lead Digital Producer – Natalia Lukasiewicz
Retoucher – Prue Ibbotson
Retoucher – Adrian Foot
Retoucher – Adrian Garofalo
Finished Artist – David Walsh
Finished Artist – Julian Acuna
Finished Artist – Simon Phipps
Director: The Bobbsey Twins
COP/Cinematographer: Jeremy Rouse
Production Company: Finch
Managing Director / Executive Producer – Corey Esse
Producer – AnnaTara Clark-Sneddon
Music Composer/Arranger: Rumble Studios
Post Production Company: ARC EDIT & Flux Animation Studio
Editor: Lucas Baynes @ ARC EDIT
Sound Design & Mix: Squeak E Clean Studios
Head of Sound: Paul Le Couteur
Executive Producer: Ceri Davies
Casting: Mackintosh Casting
SOCIAL: @Myer #MyerChristmas #MakeYourMerryMeaningful
49 Comments
This made me chuckle. All too relatable unfortunately.
Loving the copy on these! Tough brief, well done.
P.S. Where can I get a Wendell of my own?
I’ve been looking I need to get a wendall
Relatable insight, cool ad, nice lines. Awesome work.
This is a bit bloody cute! Poor wombat !
Love it!
This made me laugh – great insight! Amazing work by all involved!
This is a refreshing change to the sea of fake smiles and same old boring Christmas ads every year. Well done Clems and co.
Love some story telling at Christmas, it made me smile!
A good one
Here come the barrage of positive Clems people comments.
They have a full team onto it this morning?
Wow 17 creatives on an average idea.Talk about over kill maybe work is scarce.
nothing else to say.
Love this. Very sweet. Well done again Clems.
Shame I can’t see a creative leap
Nice try Clems team, but this is meh. Compared to previous years I’d give this a C at best. Reeks of a client cutting budgets
Wow.
Nice to see a Christmas ad with a fresh idea in it.
… the apostrophe is the wrong way around on the abbreviated ‘them’ in the Anzac Bridge OOH execution.
When you abbreviate a word like that, you must use a closing apostrophe at the beginning, not an opening apostrophe.
Which sounds counter-intuitive, I know, but that’s the rule.
And yes, before the pile-on, I’m aware correct grammar ain’t always necessary in copywriting. Nonetheless, there’s certain rules you do need to know especially when you’re shortening words or penning slang. So, learn them. Otherwise, it distracts from landing your line and triggers annoying pedants like me.
‘
An all-too predictable response, no doubt left by the millennial copywriter raised on social copy who doesn’t believe any rules apply to them. If you don’t think the correct use of either commas and apostrophes can be used expressively in copywriting, then why use them at all? Should I invert this question mark, then? And if I did, would it mean the same thing? No, it wouldn’t. Nor does an apostrophe when it’s placed the wrong way around. Learn the rules so you know when you can discard them. And as was bleedingly obvious in the instance cited above, it wasn’t that the rules were deliberately ignored; rather, the copywriter was simply ignorant of ’em. Keep yawning, mate.
Bang on. And no, you’re not a pedant. After all, they’ve credited an ECD, three CDs, a ‘creative lead’, and three copywriters (two of whom are allegedly ‘senior’), and none of them know how to use an apostrophe correctly to denote an abbreviation? Seriously?
Don’t blame the copywriters, when designers, CDs and clients all had eyes on it before it got slapped up there.
Chances are the apostrophe was the right way ’round in the creative deck.
Sincerely,
A copywriter (who doesn’t work at Clems)
got no vested interest here but thought it was pretty good and prob the best of any xmas stuff so far
‘…is that a good gift takes’ what??
Seems like an important line I can’t hear.
Take a look back at the Belong work posted yesterday. OOH copy with ‘clever’ word-play grounded in puns.
Myer: ‘Thoughtful Santas always sleigh’
Belong: ‘Awesome security, less phishing.’
Seems to be a common approach. Genuine question – is this just a style that Aussies find relatable so brands should use it; or is it unimaginative and creating homogenous brands?
Pretty run-of-the-mill. Well done on the casting, that’s your saving grace here. But honestly, where are the laughs? Show me three solid gags and three feats a local couldn’t pull off. In this economic climate, it’s a real shame an iconic Aussie brand didn’t keep it local for the direction.
this is some of the worst OOH out there. Copy is horrendous,. TVC is poor, too. The idea has something in it perhaps… but that’s no excuse for poor execution. Hit and a miss.
Did not need the soap talking….
We ain’t seen a real brand tone a voice ’round this neck ‘o the woods since about, twenty twelve. Real shame cause they used to be part n parcel of learnin’ your craft. Talk like the brand, not like your gran. Sigh…
Why do you need the whole village of creatives and CDs working on this campaign?? Serious question.
My hairdresser calls herself a creative director. Seriously.
The script was re-gifted 13 times.
Same here. Before I saw your I was booking myself in for a hearing test.
Sharp ears. A sound mix doesn’t accidentally happen to dip out like that.
…I’ve seen. Does nothing to inspire me to go in store. Must say, the spot is miles better than last years cringe dance mess.
longest creds list i’ve seen in a minute. how are three retouchers required for an OOH campaign with zero photography?
It’s a nice enough insight into crap gifts, but cannot imagine the execution is going to work hard for the client – it feels hugely ‘generic Christmas’ rather than saying anything compelling about Myer?
Let’s keep regifting the regift idea for years to come. Regift it into oblivion.
Back in your box. Share price up 2c today.
It’s a nice ad, but could be for just about anyone. What happened to a unique TOV for Myer? The brand is a mess. Needs a major reset methinks.
Ok warren buffet cool your jets.
Nice stuff.
Coming up with something that’s even vaguely fresh for Christmas is a fkn feat. Great work guys. Very few (especially the tools yapping in here) creatives could do what you do year in and out. Kudos.
By my calculations that will be 53 positive comments on this post before it gets taken off. Anyone else from Clems want to give this mainstream slop a backslap?
What’s a tone of voice?
mmmk!
If the brief was- ‘make Xmas feel cold and transactional’, then they’ve smashed it out of the park. I mean Xmas… the inspiration for countless heartwarming films, brand advertisements, Michael Bublé songs and heck, even Mariah Carey songs. Peace on earth and goodwill to all, a time of giving, joy and family. Take the emotion out of this? Tough brief, but executed effectively. I heard the runner-up concept was using Michelle Bullock as spokesperson, straight to camera, telling people Xmas is cancelled. This feels colder though, well done.
I love a pun but not sure about the word play on ‘slay’ (‘thoughtful Santas always sleigh’). ‘Slay’ is an AAVE word which means it’s appropriated from black culture, and using it to make a brand seem cool gives me the ick.