Christmas Campaign Review: The verdict on the best and worst Aussie Christmas ads of 2018
In this Christmas Campaign Review special, Mumbrella invites two of the industry’s most senior creatives to offer their views on the biggest Australian Christmas advertising campaigns. Mumbrella invites Jon Burden, former ECD at Naked Communications, and Carl Ratcliff, chief strategy officer at DDB Sydney, to share their views
Brand: Myer
Agency: Clemenger BBDO Melbourne
The Verdict: Charming, brave and innovative but with little long-term value
Jon Burden, former ECD at Naked Communications, says:
Burden says the TV ad is “charming enough”
“For the last six months I’ve been trying to get my lad to behave, by telling him Santa is watching. The Myer bauble builds on the parental tradition of using the festive period to pull your little darlings into line.
10/10 for a good old-fashioned, largely forgettable, Aldi TV ad.
5/10 for Myer giving it a go, investing in a new product and taking an unconventional creative risk.
The Myer campaign is not just a PR stunt, it’s also a sales driving initiative for a brand that really needs to lift footfall and give people new reasons to shop their stores.
I know as a marketer which outcome I’d prefer. An expensive long-form but short-term broadcast moment. Or an interactive product driving tangible sales and now residing in tens of thousands of Aussie homes.
I’d imagine at DDB you’re trying to shake off your reputation as a very traditional, TV based agency. Your views show your agency has a long way to go.
‘Hi Carl’ … err, hi back. I’d be keen to see the net profit effect for each campaign, over time. Long term brand value and business growth is what DDB seeks, FYI. I hope Myer’s bauble helps towards a transformative festive season for a business I’m assuming needs one. Good luck. And merry Christmas. BTW, next time you want to offer a pov, why not use your real name rather than hiding behind an anonymous moniker??