Myer invites Aussies to share the joy this Christmas in new nationwide campaign

As the festive season jingles near, Myer is unwrapping a playful Christmas campaign that’s set to bring smiles to Aussies nationwide. In collaboration with creative agency Clemenger BBDO, Myer’s 2024 Christmas campaign, ‘Share The Joy’, isn’t just about decking the halls – it’s about celebrating the fun, the unexpected, and the joy of Christmas, however you find it.

This will be the last Christmas campaign for the agency as the account goes to pitch after a decade with Clems, which has declined to re-pitch the business. Clemenger won the business back in 2014 in a two-way shootout with incumbent Badjar Ogilvy, Melbourne, as revealed by CB at the time.

This year, Myer is reminding everyone that Christmas isn’t just for tinsel lovers and carol-singers. Whether you’re a mistletoe maniac or a Christmas grinch, Myer has something to make you smile. Because let’s face it, the true magic of the season isn’t in the stuff – it’s in the joy we share together.

At the heart of the campaign is a lovable little rebel, Humbug. This grumpy Christmas anti-hero finds the usual festive fun such as carols, decorations, and bright lights, too much for his sensitive soul. Humbug can’t resist causing merry mayhem in the neighbourhood, until an unlikely friend teaches him that no matter how you find joy, it’s always better when it’s shared (even for the grinchiest among us).

Humbug isn’t just staying on the sidelines, it’ll be popping up everywhere with the campaign coming to life across a diverse channel mix including; TV, BVOD, OOH, digital, social, PR, online, in-store VM and immersive experiences, gift wrapping and team member uniforms. Customers can even take the cheeky prankster home by purchasing their very own Humbug — a plush toy created especially for the campaign, available instore.

Taglines such as “Gifts for the naughty and the nice”, “Put a humbug in their happy place”, “It’s not just the thought that counts” and “All they want for Christmas isn’t just you”, showing that even Myer isn’t immune to its own merry mischief.

Says Geoff Ikin, chief customer officer at Myer: “This campaign is all about celebrating the festive season in its many forms; embracing the fun, the unexpected, and even a little bit of mischief.

“Whether you’re decking the halls or trying to dodge the mistletoe, Myer is proud to be Australia’s favourite one-stop destination for bringing Christmas magic to life. From decorating, gifting, or just soaking up the season, we’re here to help ensure there’s joy for all Australians this Christmas.”

Says Adrián Flores, chief creative officer at Clemenger BBDO: “As a notorious humbug myself, I know too well how it feels to have to grimace your way through Christmas.

“This campaign is for all the humbugs out there just trying to make it through to New Years. It’s always great when a brand isn’t afraid to have some fun and stand out, and this Myer campaign is exactly that – a moment of levity that reinforces the retailer’s position as the home of Christmas for all Aussies.”

‘Share The Joy’ launches on Sunday 3 November and runs until Christmas Eve.

Client – Myer
Chief Customer Officer: Geoff Ikin
Chief Marketing Officer: Clarabella Burley
Senior Marketing Manager – Nicola Stanton
Creative Agency – Clemenger BBDO
Chief Creative Officer: Adrián Flores
Executive Creative Director: Tristan Graham
Creative Director: Anthony Cassidy
Creatives: Ellie Dunn, Hugh O’Conner, Lara Smith, Hazel Squair, Nicole Sykes, Wayne Ching,
Design: Sade Ballestrin, Ant Yee, David Anderson
Chief Strategy & Experience Officer: Simon Wassef
Head of Strategy: Brooke Thompson
Strategy Director: Cecilia Hund
Strategist: Helena Duniec
Managing Partner: Anita Deutsch-Burley
Group Business Director: Charlotte Stevens
Senior Account Director: Carrie Hack
Senior Producer: Alana Teasdale

Digital & Print production – MADE THIS
Retouching: Adrian Foot, Adrian Garofalo, Prue Ibbotson
Finished Art: David Walsh
Digital Production: Natalia Lukasiewicz, Tanya Gidwani
Head of Project Management: Sam Scalise