Myer’s Christmas bauble campaign crowned Mumbrella’s Ad of the Year
Myer’s Christmas bauble naughty or nice campaign has been crowned Mumbrella’s Ad of the Year.
The retail giant, and its ad agency Clemenger BBDO Melbourne, beat out some tough competition with voters asked to pick between Apple, AFL, Westpac, Avocados Australia, Victorian Government, Honda, Budget Direct and Volkswagen.
The survey, which had over 2,900 responses, revealed Myer as the winner with 1,316 votes, ahead of Budget Direct’s second place with 417.
Voters labelled the ad as “the best and bravest”, “iconic” and “nicely executed”.
“An iconic Australian brand that has reconnected back with the heart of it’s audience through a simple brand advert bringing the love of family together.
“Creating a product to drive people in store and then using the data from that product as the basis of your Christmas campaign. The Myer bauble is the best and bravest by far,” voters said.
Simon Lamplough, managing director at Clemenger BBDO Melbourne, said in a comment to Mumbrella: “We are thrilled for Myer that the Naughty or Nice Bauble campaign has won Ad of the Year, and by popular consensus too! It takes some guts to invest in making a new product and putting it at the heart of your Christmas sales effort, but Myer backed us from the first moment they saw the idea.
“We are proud of the work and in particular are proud of its longevity. By broadcasting live Naughty and Nice sentiment from the thousands of baubles currently in households all around Australia, we’ve been able to continue the conversation and be present in consumers minds right through the Christmas period.”
Andrew Egan, Myer group general manager of marketing, added: “Myer is committed to providing our customers with innovative and engaging gift ideas, and the Naughty or Nice Bauble has delivered on this. The Naughty or Nice Bauble has been incredibly popular with our customers and has well and truly brought the magic of Christmas to thousands of families around the Country.”
Just last month month Myer’s bauble campaign also won Mumbrella’s November Ad of the Month.
For Ad of the Year, Myer beat out its contenders including Apple, AFL, Westpac, Avocados Australia, Victorian Government, Honda, Budget Direct and Volkswagen.
The full list of contenders:
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Who voted?
I’m sorry but the Myer Xmas TVC is about as cliched and corny as it gets. If that’s the best for 2018, it’s a worry.
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This is the very best ad of the entire year? Really? But we don’t even know the outcome, or is that not important?
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Who voted for that?
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Did all the staff vote to get a bonus?
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Can’t believe people still don’t get the diffence between its and it’s…
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I suspect the award was given form more than just the TVC. It’s a very clever campaign, the TVC is just one small part of it.
And as for results the PR suggested the baubles have sold out.
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What a dire year
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Really? This was the shortlist for ad of the year? You are either out of touch, or you didn’t see the Aldi work. Either way, this is a big miss.
Bauble is interesting, Myer advertising for Christmas woeful and cliched. As evidenced by store traffic.
What actually was the criteria?
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Thank you, Andrew.
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Hi ‘Not for me’,
That’s the thing with popularity contests – it’s rare everyone will agree with the eventual winner.
This was purely based on the votes of Mumbrella readers. I suspect the votes were more for the wider campaign – which included the actual execution of the baubles – rather than the ad that you refer to as “woeful and cliched”.
Thanks,
Vivienne – Mumbrella
Perhaps then, the spot should be in the category of Campaign of the Year?
As a stand-alone ad, it doesn’t seem that amazing.
Woeful and cliched seems a tad harsh… but it’s certainly not brave or iconic.
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