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:





Budget Direct



Victorian Government’s Deadly Questions

Australian Avocados

Budget Direct


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.