Wallace & Gromit animators bring Myer’s Christmas campaign about a worried elf to life

A worried elf and a nonchalant reindeer star in Myer’s Christmas ad made by the creators of Wallace and Gromit.

Myer and its agency Clemenger BBDO Melbourne spent four months painstakingly working on a stop motion film with Aardman, with the ad set to hit screens this weekend and telling the story of an elf panicking at the thought he is yet to buy his Christmas presents.

Set on a snowly landscape, the Myer effort is still rooted in a very Australian sense of humour as the elf and his friends journey to Myer’s Giftorium. It is also starkly at odds with the retail-focussed efforts of many of its low-cost competitors.

While the film acts as the centrepiece of the campaign, the story of the shopping foursome will be extended through retail TVCs, posters, press, microsite, social, catalogues, shopping bags, staff uniforms, wrapping paper, gift cards and visual merchandise displays.

The four character depicted in the campaign are the Christmas fanatic reindeer, the practical list-making elf, the Christmas Fairy – a harried mother of four – and a dithering mouse.

“We wanted to bring a little bit of magic back to Christmas this year, but without being typically saccharine about it. The result is something beautiful and whimsical, but with a uniquely Australian tone,” said Clemenger BBDO creative director Stephen de Wolf.

Simon Canning


Client: Myer

Chief Merchandise & Marketing Officer and Deputy CEO: Daniel Bracken

GM Marketing Strategy & Communications: Nathalie Warren-Smith

Senior Marketing Manager Retail Events & Services: Joanne Brennan

Agency: Clemenger BBDO Melbourne

Creative Chairman: James McGrath

Creative Director: Evan Roberts

Creative Director: Stephen de Wolf

Creative Director: Carolyn Mackintosh

Senior Copywriter: Hilary Badger

Senior Producer: Karolina Bozajkovska

Operations Director: Sharon Adams

Group Managing Director: Simon Lamplough

Business Director: Kellie Lennon

Senior Planner: Matthew Kingston

Production Company: Aardman Animations

Director: Steve Harding-Hill

Producer: Steph Owen

Production Co-ordinator: Caroline Hague

Head of Model Making: Chris Entwistle

DOP: Mark Chamberlin

Lighting Cameraman: Jeremy Hogg

Animator: Dave Osmond

Post Production Supervisor: Jim Lewis

Editor: Dan Hembery


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