A red bauble-stomping, tree-pushing creature called Humbug is the star of Myer's Christmas ad, created by Clemenger BBDO.
The campaign is Adrián Flores' first major work as chief creative officer. He told LBB the creative department landed on Humbug because, "we were looking for a powerful yet fun metaphor that bought to life Myer’s unique strength as a gifting destination. And what better way to do that than with the hardest people to buy for in your life?"
In the hero film for 'Share the Joy', Humbug causes merry mayhem, pushing over the Christmas tree, unplugging the lights, and unwisely stomping on baubles - hurting his fluffy feet. A girl gifts him a pair of black boots that match her own, and the pair resume stomping on baubles together, proving joy is always better shared.
"We opted to push against the schmaltz with a misdirect on a misdirect that’s designed to give everyone a wry seasonal smile without ruining the fun for the kids," Adrián added.
Myer's chief customer officer, Geoff Ikin, said the campaign is 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," he said.
"From decorating, gifting, or just soaking up the season, we’re here to help ensure there’s joy for all Australians this Christmas.”
Launching last night, the campaign runs until Christmas Eve across TV, BVOD, OOH, digital, social, PR, online, in-store VM, and immersive experiences, gift wrapping, and team member uniforms.
The roll-out features 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”. Humbug will also be available as a plush toy, for a limited time.
“As a notorious humbug myself, I know too well how it feels to have to grimace your way through Christmas," Adrián continued.
"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' will be Clemenger's final piece of work for Myer. As LBB revealed last week, the account is up for pitch, and the agency has chosen not to re-pitch after working on Myer for 10 years.
Clemenger said the agency and brand are "parting ways on a high note with our best ever Christmas campaign."
"We leave behind a brand in better shape than its ever been," the creative agency wrote on LinkedIn.
"More trusted, more relevant and more cohesive than when we started. We wish the extended Myer team all the best as they embark on their next chapter, and us on ours."
