Myer fights against thoughtless regifting with Christmas campaign

This is part of Mumbrella’s 2023 Christmas campaign coverage. Click here to see other articles in the series. 

Myer has launched its Christmas campaign for 2023, wrapped around the slogan ‘Make Your Merry Meaningful’, and the age-old idea that it’s the thought that counts.

The charming campaign, made in collaboration with creative agency Clemenger BBDO, is centred around Wendell, a wombat-shaped soap who has been thoughtlessly regifted year after year, and now resides in the back of a dark cupboard.

Poor, neglected Wendell implores you to take some thought when choosing a gift – and if you’d happen to buy this gift from one of the 56 Myer stores across the country, than all the better!

The campaign will launch across TV, BVOD, OOH, digital, social, online, in-store VM, and with “immersive in-store experiences” which includes gift wrapping and team member uniforms (and hopefully an employee dressed as Wendell).

“The campaign is a reflection of Myer’s commitment to making Christmas truly special for everyone,” explained Geoff Ikin, Myer’s CCO.

“Amid the hustle and bustle of the holiday season, Myer wants to remind Australians that Christmas is more than just a season of giving; it’s a time to connect, show love, and express appreciation through gifts that hold deep meaning and sentiment.

“We’re here to help every Australian to give thoughtfully, mindfully and meaningfully this year – from our expertly curated Giftorium, our world class service to assist and inspire choice, professional gift wrapping, and our renowned Santaland to entertain the family – we have everything all under one roof.”

Tristan Graham, ECD at Clemenger BBDO, added: “The best Christmas ads entertain us while also making us view that time of year a little differently. And what’s more entertaining and thought-provoking than advice from a gruff little wombat soap who’s been regifted since the ’80s?”

The campaign launches today and will run until Christmas Eve, after which point it becomes wildly redundant – except of course, as the first appearance of Wendell – who we’re tipping to become a national icon.

Coles also launched its Christmas campaign this morning, extending its existing ‘Great Lengths for Quality’ brand platform, while Target, Salvos, rebel and Michael Hill Jeweller have launched theirs over the past week.


Client: Myer
Chief Customer Officer – Geoff Ikin
General Manager, Marketing – Gemma HunterSenior Marketing Manager – Laura Entwistle

Agency: Clemenger BBDO
Chief Creative Officer – Jim Curtis
Exec Creative Director – Tristan Graham
Creative Director – Chris Wilson
Creative Director – Roy Leibowitz
Creative Director – Daniel Pizzato
Creative Lead – Jess Moses
Senior Art Director – Elsa Mahlstedt Art Director – Zoe Perrin
Art Director – Casey Henderson
Art Director – Bec Spiller
Senior Copywriter – Hazel Squire
Senior Copywriter – Vanessa Bruzzaniti
Copywriter – Riana McKenzie
Lead Designer – Sade Ballestrin
Craft Designer – David Anderson
Craft Designer – Richie Rossi
Designer – Ant Yee
Chief Strategy Officer – Jacqueline Witts
Planner – Helena Duniec
Managing Director – Julian Bell
Managing Partner – Anita Deutsch-Burley
Group Business Director – Charlotte Stevens
Senior Business Director – Carrie Hack
Business Director – Renee Yiannakis
Business Director – Laura Keating
Senior Business Manager – Gabriela Jao
Business Manager – Emily Gill
Account Executive Teasha McNeill
Executive Producer, TV – Karolina Bozajkovska
Digital Designer – Georgia Scott
Digital Designer – Rachael Brooks
Lead Digital Producer – Natalia Lukasiewicz
Retoucher – Prue Ibbotson
Retoucher – Adrian Foot
Retoucher – Adrian Garofalo
Finished Artist – David Walsh
Finished Artist – Julian Acuna
Finished Artist – Simon Phipps
Director: The Bobbsey Twins
COP/Cinematographer: Jeremy Rouse

Production Company: Finch
Managing Director / Executive Producer – Corey Esse
Producer – AnnaTara Clark-Sneddon
Music Composer/Arranger: Rumble Studios

Post Production Company: Arc Edit & Flux Animation Studio

Casting: Mackintosh Casting


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