Myer wants Australians to embrace the chaos of Christmas and "Let the Season be the Reason" to indulge, smile and shop, in a new campaign with Clemenger BBDO.
The campaign launches with a film that is set on Christmas eve, where a couple face the relatable stress of having to wrap their family’s long list of gifts.
Starting from exhaustion, the couple get into their groove and then into a groove, transforming the mundane palaver into an exhilarating performance.
Taglines include "Stuff the turkey, stocking and self-control"... "Grab Christmas by the baubles" .. "Deck the halls, kitchen and living room".
The campaign will be brought to life across TV, BVOD, OOH, digital, social, online, in-store VM, gift wrapping and team member uniforms.
Jim Curtis, chief creative officer - Clemenger BBDO: “Christmas is a weird and wonderful time of year filled with rituals that under normal circumstances would make absolutely no sense whatsoever.
"We leave carrots in our driveways for flying reindeer, we wear itchy, woollen sweaters in the middle of summer and we go the extra mile to show our loved ones how much they mean to us.
"This year we’re asking Australians to let the season be the reason and double down on everything that makes Christmas, Christmas. Yes, that even means fully embracing the unique task of wrapping gifts at midnight the night before.”
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