Myer reworks Jamiroquai classic for festive ad
Singer Sycco fronts Myer's new Christmas campaign
Myer has re‑worked Jamiroquai’s classic You Give Me Something into a jazz‑funk beat for its newly released Christmas ad.
Created by Howatson + Co in its first Christmas campaign since winning Myer’s creative brief in January, the ad features rising Australian singer Sycco performing the 90s hit against a warm orange backdrop.
As the camera pans in and out, various groups exchange gifts, with the intention of capturing “that fuzzy feeling of finding, giving and receiving gifts that are truly special.”
Aided by media agency EssenceMediacom, the campaign launched on Sunday night television and extends across a dynamic mix of channels, including BVOD, OOH, digital, social, PR, online, in‑store activations, and merchandising.
According to Myer chief marketing officer Clarabella Burley, the campaign also “[came] to life through a new approach to media buying,” which included Tiktok’s Holiday Pulse, Pinterest Trend Badges, and Quiz Ads.
This, she said, is aimed at reaching a new generation of customers.
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“We want to be Australia’s home of gifting, and our campaign is all about sparking the joy that comes from receiving and giving a gift this Christmas,” she said.
In a joint statement, Howatson + Co creative directors Justin Butler and Leti Bozzolini said the “‘non-Christmas’ Christmas song,” along with the video, embodied Myer’s “fresh approach to retail.”
Credits
Chief Marketing Officer: Clarabella Burley
Head of Brand, Marketing: Kirsty Wilson
General Manager, Marketing: Lina Cabai
Marketing Coordinator, Brand & Lam: Tara Sheridan Johnston
Creative agency: Howatson+Company
Production: Plus Also Studio
Director: Hamish McGregor
ONLINE + VFX: Heckler
