Myer has partnered with Clemenger BBDO for its 2024 Christmas campaign, ‘Share The Joy’, crafted to resonate with everyone from Christmas enthusiasts to those less captivated by the season’s festivities.

The campaign introduces Humbug, a character who initially struggles with the typical exuberance of the holiday season, finding it overwhelming. Through the narrative, Humbug learns the value of shared joy, positioning the campaign’s message that the festive season can be enjoyed in diverse ways.

‘Share The Joy’ will be featured across multiple platforms including TV, digital, social media, BVOD, OOH, PR, and in Myer stores, where the campaign will come to life with immersive experiences and themed team uniforms. Additionally, customers can take home a piece of the campaign story by purchasing a special Humbug plush toy available exclusively at Myer.

Geoff Ikin, Chief Customer Officer at Myer, discusses the campaign’s inclusive spirit: “We’re celebrating Christmas in its many forms—embracing the mischief, surprises, and fun. Whether you’re decorating your home, hunting for the perfect gift, or simply enjoying the festive atmosphere, Myer is here to bring a little magic to everyone’s holiday season.”

Adrián Flores, Chief Creative Officer at Clemenger BBDO, shares his personal connection with the campaign: “As someone who isn’t the biggest fan of the Christmas buzz, I really get the struggle of pretending to be merry. This campaign reaches out to all the humbugs who are just trying to make it through to the New Year. It’s refreshing when a brand can highlight a sense of humor and authenticity in its approach. Myer does just that, reinforcing its reputation as the quintessential destination for Christmas in Australia.”

Myer’s ‘Share The Joy’ campaign is a testament to the company’s commitment to ensuring the holiday season brings joy to everyone, tailored to their individual ways of celebrating, or not celebrating, Christmas.