Myer has become the latest brand to launch its 2021 Christmas campaign, titled ‘Unriddled Christmas’ via Clemenger BBDO Melbourne.
The campaign features the song ‘The Vague Carol’, which is a take on Ode to Joy on how to give gifts to vague gift requests such as “not really sure, surprise me”.
In the 60 second spot, people sing their hazy gift requests, including over a video call, at a holiday meal and to Santa Claus. The spot ends with the gift-givers singing their realisation that the gifts can be bought at Myer.
Clemenger BBDO Melbourne also created Myer’s 2020 campaign, ‘Bigger than Christmas‘.
Myer chief customer officer Geoff Ikin said: “Christmas is a busy time of year, that’s made ever so slightly more complicated by our attempts at trying to guess the perfect gifts for loved ones. With the vast Christmas range on offer in-store and online at Myer, we’re here to help Australians Unriddle Christmas, with our expert Giftician service and wide range of gifts that everyone will love.
“This campaign is about capturing the joy and fun of Christmas for all Australians by playfully turning those vague wishes into wonderful gifts, providing a great way to showcase the many reasons we continue to be the home of Christmas gifting.
Clemenger BBDO Melbourne senior creatives Ellie Dunn and Huei Yin Wong added: “We can all relate to giving and getting those annoyingly vague responses at Christmas. But one thing’s for sure, it’s been a joy to reimagine this classic tune with Fiona and the team. We hope this spot inspires some loud and proud Christmas carol singing. And of course, helps Australia Unriddle Christmas and turn those unhelpful hints into wonderful gifts.”
The campaign is on TV, BVOD, out-of-home, digital, social, online and in-store. There are also 15-second spots.
It was also previewed to the MyerOne loyalty program, Myer’s loyalty program.
Creative agency: Clemenger BBDO Melbourne
Media: AKQA Media
Good Oil – Production company
Fiona McGee – Director
Claire Richards – Production Producer
Shelley Farthing Dawe – DOP/Cinematographer
Citizen Jane Casting – Talent casting
Leila Gaabi / The Editors – Offline Editor
Dave Gibson / Colourist
Stuart Bedford / The Machine Room – Online/VFX
Brett Aplin / Electric Dreams Studio – Music Arrangement
Squeak E Clean Studios – Sound Design & Mix
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