Michael Hill Jeweller says ‘Make their Christmas’ in new campaign via CHE Proximity
Michael Hill Jeweller celebrates the enduring joy of giving with the launch of its Christmas campaign in Australia, New Zealand and Canada, in collaboration with CHE Proximity.
The work is set to bring a touch of magic to the season and inspire the spirit of giving.
The campaign follows the selfless journey of a young boy, Archie, as he creates Christmas gifts that he’s handcrafted with love and care for all the special people in his life, from his next-door neighbour to his teacher, and the most important of all, his mum.
‘Make their Christmas’ is the first major campaign delivered by new CMO, Jo Feeney, since she joined Michael Hill in March.
It was shot in Queenstown by Noah Marshall in one of his first projects as founder of Larchmont, and features the much-loved music track, ‘Only You’ by Yazoo.
Says Feeney: “The most meaningful gift is one that comes with thought, effort, time and love, and as humans we know that giving trumps receiving every time. At Michael Hill, marking the special moments in peoples’ lives is at the heart of what we do – there is a deliberate synergy between the care and craft in this ad and that which goes into creating a special piece of jewellery.”
Says Cristian Staal, managing partner, creative at CHEP: “The ability to create a true moment of human connection is what makes jewellery the ultimate gift. This kind of thoughtful giving is something we learn from a young age, but tend to forget with all the pressures of adulting. Archie’s loving attitude epitomises this.”
Adds Feeney: “The joy of giving at Christmas is captured beautifully.”
The campaign launches across all channels in Australia, New Zealand and Canada from October 14.
Michael Hill Jeweller:
Jo Feeney – CMO
Nicole Newman – Senior Marketing Manager
Michael Garlick – Marketing Manager
Creative Agency: CHE Proximity
Cristian Staal & Marianne O’Brien – Managing Partners, Creative
Christy Peacock – Creative Director
Mel Ashman – Executive Producer
Katie Peacock – Strategy Director
Christine Gannon – Managing Partner
Alexandra Pavlos – Account Director
Production Company – Larchmont
Director – Noah Marshall
Executive Producer – Ngaio McCreadie
Producer – Tony Whyman
DOP – Marty Williams
Offline – Tim Mauger @ The Editors
Colourist – Sofie Fris Borup @ Company 3 NYC
Online – Perceptual Engineering
Online, Animation & Sound – Cutting Edge
Music Supervision – Level Two
Media Agencies: OMD and Alpha Digital
27 Comments
That’s winter Christmas. Where is my campaign?
Is it snowing? And where does the story go?
Christmas down here is in summer, right? Why is this low-budget John Lewis knock-off set in winter?
Groundbreaking stuff. So original…
The story almost rounds out and makes sense, but I don’t quite get it. Is the kid hitting on all the girls in town but then gets his mum an over the top diamond ring because she’s the one? Why is it snowing? Is there a Michael Hill Jeweller in Europe and this is just a global asset that’s been cut for Australia?
Jesus, take a second to read the really bold print in the story. I read it for you, so here are some answers to your questions.
1. The kid’s a player, he believes women like jewellery as presents, but he doesn’t have enough money to buy the real thing so he makes dodgy jewellery dripping in puppy love. But when it comes to his mother, the realest woman he knows, he wants to give her the real thing. Enter dad’s wallet.
2. It’s snowing because in the global village, snow is apparently a signifier for Christmasy stuff.
3. No, there’s no Michael Hill in Europe, but there is in Australia, New Zealand and Canada.
4. No, this is not a triaged global asset. It was shot by CHE Proximity for the markets mentioned earlier. BTW, fun fact, it was shot in Queenstown, New Zealand!
Mums will love
This field is blank
Know your audience, the only people who shop at Michael Hill are those who can’t afford to got a real jeweller, missed it by a long way. Strategic thinking is poor.
The magic of Christmas in Australia is a fertile playing ground; snow, dark and moody is lazy. Creative thinking is poor.
Execution is well trodden wallpaper and will be very expensive to get enough people to see it as nobody is sharing this rubbish. Execution sucks.
Why go to CHEP for this? We have 3 very good traditional agencies that make TV ads and only that; Special, Monkeys, DDB. Just pick the right partner to make the stuff you need.
You’d be surprised. MHJ sells lots of serious diamond jewellery, and much of it is made in Australia
Something about this ad just feels really really off. It’s like all the right ingredients but just falls completely flat.
A beautiful spot made in a tough year for any retailer. Let’s try lifting each other and celebrating our efforts as an industry.
Good job Michael Hill.
Sorry no. It’s been hard on everyone but there has been some great ads made dispite that. This isn’t one of those.
Would rather have a homemade tinfoil one from my kid and then choose my own ring thanks.
…music track from the 80’s that pulls on heart strings, kid thinking only of what he can give his family for Christmas, snow ????…John Lewis anyone? This sure aint Christmas in Queensland!
Not sure why all the hate – this is really great. Does exactly what its supposed to and its a cute story thats shot well.
So many negative comments for such a great commercial! Personally I love it 🙂 For those who just don’t get it, the GREATER part of Christmas is the giving part! Give because it brings others joy, and in turn, gives you joy as well. I love the rings that he build himself for the people he likes, the girl he has a crush on and his favourite teacher, I would actually prefer the handmade ones to the diamond for mom (sorry Michael Hill…). Keep your hearts open people, do things for others, be creative, be generous, be willing to make the world better. That’s my two cents.
good on you Mish, i agree wholeheartedly, where the Xmas spirit
I like this as well to be honest. The song along will cut through on TV. Repeat viewings also add to the appreciation of the story.
Finally something that feels a little more international in amongst all the ocker ads we have on tv for our brands here. Love the sentimental value that winter brings. Why do people in a creative industry have so little imagination? Good stuff, really nice.
LOL. “Sydneycreative” like being from Sydney actually means anything anymore… Well, probably means you’re a D-Bag.
Reading here its pretty clear to me that the ad was designed for the Canadian market and will also run in New Zealand and Australia? I think barbecues and beaches will make no sense whatsoever to the Canucks for Christmas, but in this part of the world we’re pretty used to seeing snow at Christmas movies/tv etc etc…it’s a pretty synonymous with the holidays whether you like it or not. John Lewis doesn’t own Christmas stories. Most people outside of the advertising community wouldn’t even know what John Lewis is. Also it’s been quite a few years since we’ve seen anything decent from that brand… Just saying…
I absolutely love this ad. Beautifully shot, sweet story line, and the song hits me every time I hear the first few notes!
I have to look up, watch and listen. Love, love, love every ounce of creativity and emotion that went into creating this spot.
I agree!
Which ring the is the one advertised? The one that is $6,499?
I absolutely love love love this commercial….brilliant, and amazing I must say to whomever picked the song!! Loved this song from back in the day and it just makes this commercial the best commercial I’ve seen in a looooong time and this comes from someone who hates/mutes all commercials because I can’t stand them..so, thank you for who ever created this. I never shop at Michael’s but I may now in the future just because of your unique commercial, but, best of all, because of your audio, (song choice) that went really well with the visual of the entire commercial to be 100% totally transparent and honest …and I’ve never commented on a commercial ever in my life.
But funny story, my father, who’s very old school..well,..back in the day, he called a network (?) on a Wrigley’s gum commercial that he couldn’t stand and he just hated it, and he gave them the what for apparently, and told them to stop airing it..lol lol..
How he found the # to call..??. No idea….but 25+ years later, and he’s now 80+ something, he still loves to tell that story as he is positive to this day that is why he never saw the commercial again after his phone call….lol…I never had the heart to tell him otherwise …just kept giving him kudos everytime he told the story again for the 79th time…lol ..anyway
This Michael Hill commercial ranks #1 for me. Great job!
It is eerie that the boy child and girl child (from last year) look so much like the male adult and the female adult. Love the song, really like the ad