Myer creates carol for vague gift requests in 2021 Christmas ad

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.

One of the OOH assets

It was also previewed to the MyerOne loyalty program, Myer’s loyalty program.

Other 2021 Christmas campaigns that have been released so far include but are not limited to Coles, Disney, BWS, Best&Less, Big W, Michael Hill Jeweller and Kmart.


Client: Myer

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


Get the latest media and marketing industry news (and views) direct to your inbox.

Sign up to the free Mumbrella newsletter now.



Sign up to our free daily update to get the latest in media and marketing.