Myer to launch ‘Where Christmas Comes For Christmas’ campaign via Clemenger Melbourne – 60 second stop-motion film created by Aardman
This weekend Myer will launch its 2015 Christmas campaign, ‘Where Christmas Comes For Christmas’, via Clemenger BBDO Melbourne.
The campaign will launch with a 60 second stop-motion film featuring four Christmas characters making their way through a winter wonderland to buy their Christmas gifts.
Created with Aardman – the Academy Award-winning animation studio of ‘Wallace & Gromit’ and ‘Shaun the Sheep’ fame – the four-month production process saw each of the characters sculpted by hand and filmed frame by frame.
Says Clemenger BBDO Melbourne creative director Evan Roberts: “Myer has always been a destination for Christmas. We figured that goes for everyone, including little Christmas icons like reindeers and elves.”
Added creative director Stephen de Wolf: “We wanted to bring a little bit of magic back to Christmas this year, but without being typically saccharine about it. The result is something beautiful and whimsical, but with a uniquely Australian tone. We hope you like it.”
Beyond the brand film, the story of these characters runs through retail TVCs, posters, press, microsite, social, catalogues, shopping bags, staff uniforms, wrapping paper, gift cards and visual merchandise displays. Every touch point at Myer has been transformed with the campaign designed to direct consumers towards Myer’s Christmas gift destination, the ‘Giftorium’.
Says Myer Chief Merchandising and Marketing Officer and Deputy CEO, Daniel Bracken: “Christmas is a time when a Department Store comes into its own. As a destination for Christmas gifts, Myer is unrivalled and we are proud to have created Christmas memories for Australians for many years. Whether it’s the Christmas windows at Myer Melbourne, visiting Santa inside our stores or the excitement of finding the perfect gift at our enhanced and expanded Giftorium, Myer is THE Christmas destination.”
Agency: Clemenger BBDO Melbourne
Creative Chairman: James McGrath
Creative Director: Evan Roberts
Creative Director: Stephen de Wolf
Creative Director: Carolyn Mackintosh
Senior Copywriter: Hilary Badger
Senior Producer: Karolina Bozajkovska
Operations Director: Sharon Adams
Group Managing Director: Simon Lamplough
Business Director: Kellie Lennon
Senior Planner: Matthew Kingston
Production Company: Aardman Animations
Director: Steve Harding-Hill
Producer: Steph Owen
Production Co-ordinator: Caroline Hague
Head of Model Making: Chris Entwistle
DOP: Mark Chamberlin
Lighting Cameraman: Jeremy Hogg
Animator: Dave Osmond
Post Production Supervisor: Jim Lewis
Editor: Dan Hembery
Client: Myer
Chief Merchandise & Marketing Officer and Deputy CEO: Daniel Bracken
GM Marketing Strategy & Communications: Nathalie Warren-Smith
Senior Marketing Manager Retail Events & Services: Joanne Brennan
36 Comments
Wow, that’s horrible. And before you ask if I’m just a bitter junior, no I’m not. I’m the chick that gave the Bonds Balls work huge props this week. Unfortunately this is just poorly written/executed dribble for an iconic brand.
Well done, Ev, Carolyn and crew. I thought it was really sweet.
Beautiful production, love the line. Just not sure about the Aussie occer humour.
I kind of agree with ‘hmm’. I Christmas wished for so much more but was left empty. While it’s visually nice (how could it not be when Aardman is on board), the story & emotion didn’t grab me by the baubles and make me want to visit Myer.
I kind of agree with ‘hmm’. I Christmas wished for so much more but was left empty. While it’s visually nice (how could it not be when Aardman is on board), the story & emotion didn’t grab me by the baubles and make me want to visit Myer.
A beautiful piece of film. Interesting to see whether the ‘white Christmas’ approach is embraced by punters. The line helps make sense of it though.
God, it KILLS me when people say ‘dribble’ when they mean ‘drivel’.
The bar is pretty high when it comes to major brands doing Xmas specials. Sadly this fails to deliver….it actually feels a bit cheap and naff, i’m a massive fan of Aardman but there is no real connection with the characters which is normally his forte.
What a wasted opportunity. All that time, money and effort for an ad that left me feeling nothing. Apart from irritation at the sight of a Myer building at the end. I know they set the benchmark for Christmas ads but just imagine what John Lewis could have done with that idea.
No story arc. No emotional impact. No lift in foot traffic for Myer. Shame.
yah, Aardman phoned that one in, they could have done so much better…
Yeah I’m not sure that recreating a Rankin Bass christmas special is really an “idea”
Whether this is good or bad, doesn’t change the fact that the Myer shopping experience is dire!
Change the product before spending millions on ads..
The epitome of weak marketing, keep filling the funnel because people don’t come back on their own choice..
I loved it. Thank god it wasn’t another earnest quest trying to dig up some long lost sentimentality over Christmas. Just funny. And cute.
Where’s wonderful? I thought Clems won the business off that whole ‘find wonderful’ thing? There’s some pretty good creatives at that office, I’d assume non touched this.
Aardman isn’t a person you dick
Straight through to the keeper!
Poor dialogue that goes nowhere. And no way would I have known this was Aardman, if you hadn’t told me.
Underwhelming. Unlike this.
https://youtu.be/iBsia0jYlx0
@Trouserpress, gotta love Jeff Goldblum. That was brilliant!
I wanted to like it. I really did, like a new bike, or a pretty doll. But it just sucked instead.
A great example of client writing the ad, or some not understanding what it’s meant to do.
This is so fucking shit. At least aim higher if you’re going to fail.
I wanted to like it. I really did, like a new bike, or a pretty doll. But it just sucked instead.
A great example of client writing the ad, or some not understanding what it’s meant to do.
Dot & The Kanagaroo go to Myer.
Sooooo bad. And what’s with the gay reindeer??
I am not an advertising guru, simply a consumer sitting at home and the Myer Christmas advertisement came on the TV…Fabulous! I love it. Think it was really well done, with a little quaintness about it. A little comedy, light and easy to watch. It is one on those ads that I will not get sick of seeing, like most commercial Christmas stuff that I’m over after the first couple of days. Thank you to the Myer advertising team. Merry Christmas!!
Thought it was pretty sweet. Families will like it. Nice one.
P.S. Some really jealously bitter people on here, probably need to get a life.
Wow, what a magical, funny commercial. Truly love it. Awesome work.
Just brilliant. A reminder that there is a little joy left in our lives.
I tried to like it but I just can’t. It’s so cringeworthy and not even magical! ! Does not inspire me to go to Myer and shop at all. Maybe stay away from what you consider ‘trendy’ & go back to basics and think classy or traditional.
Worst ad on TV. No idea why they needed a gay reindeer.. I change the channel when this shit ad comes on TV. If only there was a way to get it taken off TV.
I absolutely love this ad! The reindeer,mouse, Xmas angel and the boy,they’re all great and I love the way the mouse says ‘don’t get your knickers in a twist’, he’s just a little bit fabulous! Wish it could go on and on right passed Xmas.Great job.Should be more ads with this kind of humour.
Worst christmas ad ever, a whingeing elf, gay reindeer, mouse whose connection to christmas i don’t understand and homemade angel? No idea what this is meant to convey.
I love this ad. I think it is cute and enjoyable to watch. I like the different characters in it, it reflects different people in our lives and their attitudes towards christmas and in particular the dreaded (for some) christmas shopping experience. It feels innocent with subtle humour. I think it is magical, thanks for the chuckle.
Every time this ad is on I try to shut off my ears – the voice actors / dialogue is terrible. Why not just have an ad for some fantastic bargain on whatever dull thing Myer is selling?
And maybe don’t go with a “stereotypical gay voice”… associating (what most people will assume to be) an LGBT character with such a lame ad is really not cool.
This ad is just fabulous. The whole family loves it and now one of our fave sayings is “that’s just a little bit fabulous isn’t it”
We love the ad on TV and we google it on our iPads .
Awesome work guys. One of those special ads that will be talked about for ages.