Myer and Clemenger ask Myer Mums to help with this year's Mother's Day present buying.
Myer is bringing in the experts to help Australians find the perfect Mother's Day gift in its latest campaign created by Clemenger BBDO Melbourne.
'Mums know best', which launched this week, sees 'Myer Mums' (mums who work at Myer) asking for pyjamas, pampering, makeovers and hugs for the big day.
Helen James, ECD of Clemenger's Myer team, says the campaign used the expertise of thousands of in-store mums to “make sure everyone gets their decisions right.”
“Myer knows that choosing a thoughtful gift for Mother’s Day is an important decision and one that nobody wants to get wrong. Who wants to let down your Mum after all? If you don’t know what to get your Mum for Mother’s Day, then ask one of ours,” says James.
The campaign features a 30-second ad as well as several longer one-on-one spots with the Myer Mums.
Myer executive general manager of brand and marketing Michael Scott says: “Working mothers have been the backbone of the Myer business for 116 years and we wanted to celebrate their expertise and the contribution that they have made.”
'Mums know best' includes in-store activations, content films, outdoor advertising and social media.
