Westfield recruits Julia Morris to give its Christmas campaign a sprinkle of reality
Westfield’s 2015 Christmas campaign – the first holiday effort out of STW’s dedicated agency Sibling – looks at the stress of Christmas, from the long drive to see relatives to the urgent hunt for an extra cobweb-covered chair, through the eyes of comedian Julia Morris.
The campaign launches today, tapping into research that suggests that for many Christmas is the most stressful time of the year and for all its challenges and shortcomings, “all we see is joy”.
The use of Julia Morris brings the campaign back home for Westfield, after it last year recruited Youtube sensations Sophia Grace and Rosie to advise shoppers on their purchasing decisions.
With retailers facing serious challenges Westfield is aiming to draw shoppers into its centres with the upbeat message that still acknowledges the pressure the holiday season places on people – the pressure to choose the right presents, catering to a descending horde and the rest, connecting with family is what make sit all worthwhile.
Well, this is an ad that looks like what the ad industry clearly feels Australia looks like at Christmas time. 50 white Europeans with an Italian / Greek cousin. Unless it’s a tourism ad… then [insert Indigenous Australian Stereotype here]. 62% of Aussies might celebrate Xmas.
Well overdue to cast more multiculturally in every commercial. No matter who the celeb is.
An Australian white Christmas!
A brand that suggests it’s in tune with x% of Australian’s and completlely miss the mark on ensuring a multicultural cast? Yeah, good one.