Myer launches Christmas campaign featuring Elf’s struggle to find more tasteful decorations

For the third consecutive year department store Myer has brought back its three Christmas decoration protagonists Angel, Reindeer, and Mouse in a bid to find Christmas decorators who are serious about Christmas.

Made by Clemenger BBDO Melbourne, the new commercial shows animated character Elf leaving his over-enthusiastic friends to find someone who doesn’t overdo Christmas.

Created by Aardman – the animation studio of Wallace & Gromit and Shaun the Sheep – Elf returns home to realise Christmas should be about spending time with those he loves.

Elf will also feature in Myer’s Christmas windows as well in a printed children’s book titled ‘The completely and utterly, absolutely perfect Christmas’.

The children’s book is also available through ‘Elfvision’, an augmented reality app which allows readers to view the pages through a mobile phone or tablet.

Michael Scott, executive general manager of brand, marketing and loyalty, said in a statement: “Myer makes shopping such a positive part of Christmas and we’re delighted to bring a host of new initiatives to market as part of this campaign, in particular our first venture into the world of Augmented Reality”.

Stephen de Wolf, creative director at Clemenger BBDO Melbourne, said the centre of the campaign is the meaning of togetherness.

“And at a time of year when many Australian’s and their families may be finding it tough, the hope is the important partnership between Myer and the Salvation Army can make their Christmas together a little better. We’re delighted to see our characters back for a third year, and having the story come to life in Myer’s iconic Christmas windows is truly special,” de Wolf said.

On Monday David Jones also launched its Christmas campaign featuring an expat Gingerbread Man yearning for his family and Australia’s warmer climate.


  • Client – Myer
  • Agency – Clemenger BBDO Melbourne
  • Film Production – Aardman
  • Media Agency – Ikon

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