Michael Hill celebrates a Christmas to Remember in new campaign via CHEP Network Brisbane
Michael Hill Jeweller has today launched its Christmas campaign via CHEP Network Brisbane, showcasing how families can celebrate a Christmas to Remember through thoughtful gifting.
This year’s campaign follows the story of a family going through some changes, when the father embarks on a new relationship.
The film shows the impact that the new relationship has on his daughter, the challenges she faces in coming to terms with the change in her family dynamic, and her dad’s new love interest trying so hard to be accepted into the family.
Just as it seems all hope is lost, the teenage daughter delivers a gift that shows her acceptance of her dad’s new relationship, making it truly a Christmas to remember.
Says Jo Feeney, chief marketing officer, Michael Hill: “This Christmas, more than ever, people are looking for meaningful gifts that last long after the festive season. Jewellery is not only seen as one of the most thoughtful gifts, it’s also a lasting memory, marking special moments in life.”
Says Christy Peacock, creative lead: “This year’s story celebrates the special connection between dad and Evie, his teenage daughter. Evie’s surprise gift to dad’s new partner on Christmas Day is as much about showing her love for her dad as it is about welcoming a new member to the family.”
The campaign appears in Australia, New Zealand and Canada from today across TV, cinema, online, social, press, OOH and instore.
For more information about the campaign or to view Michael Hill’s range of Christmas gifts, visit www.michaelhill.com.au
Client: Michael Hill Jeweller
CEO: Daniel Bracken
Chief Marketing Officer: Jo Feeney
Group Brand & Marketing Manager: Libby Collison
Senior Marketing Manager: Michael Garlick
Agency: CHEP Network Brisbane
Managing Partner: Christine Gannon
Executive Strategy Director: Katie Peacock
Account Director: Alex Pavlos & Jane Harding
Executive Creative Lead: Christy Peacock
Executive Producer: Tania Jeram
Production Company: Larchmont
Director: Noah Marshall
Managing Partner: Ngaio McCreadie
Managing Director: Olivia Reddy
Head of Production: Luke Kneller
DOP: Marty Williams
Production Designer: Bruce Everard
Post Production:
Editor: Tim Mauger, The Editors Sydney
Online: Stu Cudzow, The Editors Sydney
Producer: Adrian Konarski, The Editors Sydney
Colourist: Sofie Friis Borup, Company 3 New York
Sound engineer: Timothy Bridge, Sonar Music Sydney
Producer: Haylee Poppi, Josh Pearson Sonar Music Sydney
Music Supervision: Karl Richter, Mel Pantz Level 2 Music Melbourne
Media: OMD
41 Comments
Love this.
bloody snoozefest
John Lewis-esque, lovely film.
Why the -esque?
Emotional music. Definitely felt it.
You felt the music or the ad?
I dont have the attention span for 2.5 min
https://www.youtube.com/watch?v=pRFfJJjLpqw
https://vimeo.com/270679934
Geez! An art-director friend once say to me “… there’s only eight jokes.” After seeing HP, the MH spot is not even funny. Maybe the script is AI
I got emotional – on a massive comedown tho
As well as being an bloody good actor, he’s an incredible director in his own right. They were all very good.
‘We wish you a maudlin Christmas and a sappy new year’
Yuk.
My god, have you seen a John Lewis ad? This is saccharine slops
A nice production can never save a film from plagiarism. That’s a real shame.
The logo on a bag at the end.You wasted your money Mr Hill.
Great job! Well done to all involved.
This one actually got me, I’ve been such a cynic to all the Michael Hill work, this one had me.
Then I saw the HP ref and realised it’s almost scene for scene.
Shocker.
Definitely felt this one and had a tear. Beautiful work
Where did the daughter get the money for the diamond earrings? Did she fleece the new GF?
Not a photocopy, but a reprint.
sigh
Comparison to other campaigns, yep. But different campaigns so which one is it. Link to one of those campaigns, yep. Bingo card filling up today.
The storyline of a new partner trying to fit in with the kids is an old one. It wasn’t invented with the HP campaign. F*** me, even The Brady Bunch did it.
@Annoyed…If you think that was almost scene for scene with the HP ad you have very poor attention to detail.
When will ‘creatives’ learn that using a well known story arc, or even straight out copying an ad, does not stop it from being effective at driving sales. You know, the purpose of the ad being made in the first place.
Personally, I hadn’t seen the HP ad as most of the audience won’t have. And coming from a broken family, this ad resonated with me (although I’m still unlikely to buy from Michael Hill)
Well said!
While I really like the long film, and I love what Noah has done over the years (I have worked with him on many lovely ads),
there is no way that the 30′ spot on TV works. I asked my wife what she just saw, and she said, ” I think the guy must have just come out of jail”.
The creatives need to question their decisions, as does the client that listened to them….
Just so boring and unrewarding.
Inexplicable as 30.
Caught the 30 last night. Tried to make sense of it. Cracked a Schweppes.
What happened to when Austin Powers was doing the Michael Hill ads? They burnt off the extra episodes of his life in a confusing montage (and why did he sound like a newsreader when he said “Michael Hill, jeweller”?
Worked with ego driven Creative people over the past 30 years and they all wanted to do a Willy Wonka ad but cram it into 30 secs.
Never going to tell the story clearly.
Gorgeous craft. Great performances. Adept direction. It takes real skill to tell a truly human story like this without the need for dialogue. Kudos to the writer and director, and the brand for believing in their vision. Definitely the best Christmas ad of the season thus far.
I have to agree with your comment. It was well done, but I had to come here to truly understand it. I thought the dad and mom got back together through a divorce/separation.
I didn’t understand what was going on? I had to Google what this commercial was trying to communicate. I thought it was about a dad and mom who had separated and were trying to work it out by having the dad re-enter the home, perhaps after doing time in prison after an assault charge. But after reading this, I get it! Now it makes sense. Very special. Well done commercial on a very delicate, sensitive, real situation many families are in. Love you Michael Hill. Thank you for being there for my family all these years. Merry Christmas.
Terrible ad. The fact I was so frustrated trying to understand what the ad meant to the point I had to Google it shows MH marketing has completely missed the mark.
Sorry the sulky face on the girl at the end does not read acceptance it looks like she was forced into buying the earrings.
It took me awhile to figure out what was happening! It would have been more effective had the new woman not looked like the woman in the photo, perhaps with red or blonde hair, maybe with glasses.
story is too complex for a :30 second spot. Now that I know the story, I won’t see the same confusing sad family at Christmas anymore.
Obscure references that are unreadable and a real snooze feast.
I had no idea what this commercial was about and it was annoying. Had to google to find out. Lame. 😒 and annoying.
I have seen the Michael Hill Christmas advertisement With the daughter giving earrings to woman. I was associated with advertising for 30 years and I finally decided to see if there was an explanation regarding the ad and I’m glad there was because from just watching the advertisement at least 10 times without the research I did not understand it and it did not make sense. Probably the worst add I’ve ever seen.
I love this commercial. I think it’s wonderful that the actors don’t look plastic. The best part: The father I think I have a new crush
Most kids couldn’t afford a present like that 🤣
Well done MH. Just talking about messy, extended family Christmases and the dramas involved. A fact of life and food for thought. Does it affect me? Yes! Sentimental? Yes! Does the ad work? Definitely! Merry Christmas to all, and to all, a good night!
As someone who loves advertising I take notice of all ads. This ad is too complicated & deep. Like other comentators I had to seek out what it meant. It would not entice me to buy anything from MH. It is too weird for Christmas and the music is too sad. It comes across as fake. I would go to plan B because I really don’t want to see it again. Next! Happy Christmas! Happy New Year! Happy Days!