Michael Hill celebrates its original love story in new bridal campaign via CHEP Brisbane
Michael Hill Jeweller has today launched a new campaign via CHEP Brisbane, promoting its bridal range by celebrating the love story at the heart of the brand.
The campaign leads with a film that explores the story of Sir Michael and Lady Christine Hill, from their first meeting in 1964 through to their wedding, and the opening of the very first Michael Hill store in 1979.
Sir Michael and Lady Christine’s story brings to life the brand’s history of creativity and craftsmanship, highlighting the partnership and creative force at the heart of the Michael Hill brand that turned it into a household name and helped countless people celebrate their love along the way.
In addition to the hero heritage films, the campaign is supported by a range of fashion-led comms, including OOH, social and print ads featuring Michael Hill’s timeless range of bridal jewellery.
Says Jo Feeney, chief marketing officer, Michael Hill: “We’re on a journey of reappraisal, and central to that is reminding people of our heritage as a fine Jeweller. Telling the story of Sir Michael and Lady Christine Hill’s love and creative partnership and how they brought their ambition to life is the foundation of the brand. We are showcasing the care, craft, and passion behind the jewellery we sell. That passion and expertise continues within our business today, both our design team and our Australian manufacturing team continue to evolve and elevate the jewellery we create.”
Says Christy Peacock, creative lead: “Michael Hill is a brand born from creativity and romance, both of which are still very much alive and well within the business today. Telling the true love story of Lady Christine and Sir Michael Hill isn’t just a retrospective exercise, it’s done through the lens of contemporary nostalgia and enduring style that aims to reposition the brand with today’s audience.”
Says Christine Gannon, managing partner, CHEP: “The quality of the work is a testament to the passion and commitment of the whole team to create something iconic for the Michael Hill brand. We couldn’t be more proud of the outcome.”
The film was shot in New Zealand, in authentic locations relevant to the Hill’s true story and features INXS’ iconic love song Never Tear Us Apart.
The campaign – including a short film, TVC, BVOD, OOH, print and social – launches in Australia, New Zealand and Canada from today.
Client: Michael Hill Jeweller
Chief Marketing Officer: Jo Feeney
Marketing Manager: Tyra Gunnis
Creative Agency: CHEP Network Brisbane
Managing Partner – Brisbane: Christine Gannon
Head of Strategy: Katie Peacock
Account Director: Alex Pavlos
Executive Producer: Mel Ashman
Creative Lead – MHJ: Christy Peacock
Associate Creative Director: Christie Luxton
Production Company: Larchmont New Zealand
Director: Noah Marshall
Executive Producer: Ngaio McCreadie
Producer: Tony Whyman
Director of Photography: John Toon
Production Designer: Bruce Everard
Stylist / Costume Designer: Olivia Dobson
Hair / Makeup artist: Margaret Petchell
Post Production: The Editors Sydney
Head of Post Production: Liv Reddy
Editor (Origin Film): Tim Mauger
Editor (Bridal Films): Laurence Van Camp
Assistant Editor: Grace O’Connell
Online: Stu Cadzow
Grade: Company3 LA
Sound Post Production: Sonar Music Sydney
Head Composer: Anthony Partos
Head of sound: Timothy Bridge
Music Engineer: Josh Pearson
Executive Producer: Sophie Haydon
Sound Post Production: 750mph London
Sound Supervision: Level Two Music Melbourne
Head of Supervision: Karl Ritcher
Supervisor: Mel Pantz
Supervisor: Hugh Owens
Photography: M.A.P Productions
Head of Production: Ben Hams
Photographer: Derek Henderson
43 Comments
Massive hats off to Jo and CHEP for convincing these guys to move away from endless retail work. A lesson to other agencies.
Who cares? He’s not The Batman:
sorry this feels like aussie SNL
I kept waiting for the funny bit
It’s satire without meaning to be. Aussie snl indeed.
As someone who would never look twice at MHJ, even I watched this and felt nostalgic. Can’t say I ever knew the story behind a brand that has been around since before I was born and this film suddenly made me care about something I don’t care about… Awesome work CHEP. That was brilliant
still better than Dan Murphys
Really? The DM spot felt fun and interesting. This was cringe.
Then falls away quickly. Not the production house’s fault, this is on the writing and creative direction. Nicely shot, but sadly like a lot of work being made in Australia, it fails to deliver anything meaningful.
There’s almost 40 credits but we don’t name the two main actors. Are they the least important people involved? Why do we as an industry do this to actors?
Sorry to hijack the comments.
You mean that’s not Michael Hill and his wife?
who would have thought telling a story well, would have so much impact ? funny how refreshing it can be .
a diffrent perspective on the brand.well done all.
Even the new coming agencies, beware!
Nice try CHEP
Really Ambitious and Brave. Well done MH, Jo, and CHEP.
I love Jo.
This is amazing and to do it for a brand like that… Congratulations.
I just threw up a bit in my mouth
A beautiful story that’s superbly told.
Yeah at least it made me think something about Michael Hill. Thats a lot more impact than any Michael Hill ad I’ve seen in the last 30 years which have basically just made me think they’re a cheap brand. But, who would ever see this long version though? No one is going to seek it out.
It’s just a really nicely done (vanity) project the client has been gagging to indulge in for years.
Credit to Brisbane for doing it, because the Sydney leadership person didn’t know how.
It seems the hidden story here is that Lady Christine is quite the hero. Was nice to see her get some credit for their success.
https://www.youtube.com/watch?v=bdEORxsJCYY
My parents used to love Benny Hill. Nice to discover the man behind the legend.
Who (besides the agency and marketing team) is watching this?
A much more interesting version of House of Gucci.
Loved it. Can’t wait to see what they will do next…
A great New Zealand story nicely told, backed with a great Australian sound track.
Christy and Christie. I liked it a lot. Good story telling. Well shot. Love the B& W. And soundtrack. Well done.
It’s weird that a shopping centre brand with 30 years of unemotional, uncreative and quintessentially boring retail ads suddenly wants us to feel something for it. And maybe the story is somewhat interesting, but it looks cheap with noticeable wigs and poor grading and is overpowered by the INXS track. Feels so forced it’s uncomfortable.
Let’s go to Company3, get charged a fortune, and all they do is move the saturation slider to -100.
Love it Christy. Congrats.
One of the best pieces of work to come out this year, level of craft is insane. Top notch
* Helen Keller has joined the chat
Wow … I was fixated on the male actor throughout the entire ad. He resembles a young Christopher Reeve, particularly that smile at the end.
What were they advertising again ?
I thought the same thing about the actor looking like Chris reeve wish I knew his name
I find these adverts so weird, they make me really uncomfortable 😳 if you were in your 20s or even 30s you wouldn’t even know what the brand is…don’t think they’ll be winning any new business
Brilliant! Left me wanting to see more of their story…
Just wondering the name of the actor who plays Michael Hill in the first ad where he meets Ann?
Super creepy ad. It freaks me out every time it comes on!
Christine and Michael’s life is a true to heart love story. It has it’s happy times and terrible bad times but Christine believed in Michael, Michael knew Chrisine had his back and together here is their life. When I saw the Michael Hill commercial with Michael meeting Christine in the jewellery store, my eyes filled with tears. My heart was in my throat. I know it is only a commercial but I could feel the love coming from his eyes for her. Thank you from the bottom of my heart for this commercial and their story. It reminded me that love is just that simple.
Christine…..Michael…..all my best wishes to you. Keep loving.
This is by far my favourite ad EVER! I wish there was a movie done! Love it ♥️
it made me feel something and that something is… really uncomfortable.
The bulk of these comments reminds me what a pack of ad wan*ers we have in the industry. My fav ad right now.
I went to school with Michael in whangarei boys high my dad knew his dad I would like to say hi can you give me his email thanks Ron