Christmas is where we are - Myer | Clapboard Ad Archive

Christmas is where we are for Myer, launched in Australia in 2019 by BBDO, is a narrative-driven campaign that positions the retailer as a vital enabler of the emotional core of the holiday season, shifting focus from commercial excess to the warmth and togetherness that define Christmas. This 90-second film uses storytelling to depict diverse, authentic moments of celebration where the sense of Christmas is less about the physical location and more about the people and connections that surround us, with Myer’s curated gift collection serving as the tangible link that facilitates those moments of giving and shared joy. The campaign’s strategic insight acknowledges growing consumer fatigue with traditional retail messaging and instead appeals to the Australian audience’s appreciation for genuine, heartfelt expressions of festive spirit, reinforcing Myer’s relevance as a brand that understands the sentimental values underpinning the season. By embedding the product within the narrative, the campaign exemplifies what Clapboard classifies as FORMAT#5 EXEMPLARY STORY, where the retailer’s offerings are integral to resolving the emotional narrative, enabling the achievement of Christmas togetherness through meaningful gift-giving. The film’s rich visual storytelling and inclusive representation extend beyond simple holiday imagery to create an immersive experience that connects on a human level, while the seamless integration of a direct call to action inviting viewers to explore Myer’s online Christmas gift shop bridges the emotional appeal with commercial intent. Myer’s approach in this campaign carefully balances sentiment and shopping convenience, positioning the brand as more than a retail destination but as a facilitator of memorable seasonal experiences during a highly competitive period in the retail calendar. The campaign earns 64/100 in Clapboard’s global creative archive. Christmas is where we are matters to the industry because it demonstrates how retail brands can harness storytelling to forge emotional bonds with consumers that transcend transactional relationships and reflect evolving expectations of authenticity in holiday advertising.