‘Make it bigger than Christmas’: Myer and Clemenger BBDO Melbourne on how to make a Christmas ad in 2020
Bushfires, drought, flooding and COVID-19: how do you make a Christmas ad in 2020? Mumbrella’s Zoe Wilkinson talks to Jim Curtis and Ryan Fitzgerald, the Clemenger BBDO Melbourne creative duo behind Myer’s Christmas campaign on the creative process that went into the anthem of 2020 life events, and chief customer officer Geoff Ikin about connecting to customers in a time of turmoil.
“It was continually keeping ourselves honest on both tone and kind of on a national sense… at the start of the year things were still affected, so it was just making sure that we were trying to tell a story that resonated with everyone in some way.”
This year, instead of celebrating just Christmas, Myer has declared that Australians need to celebrate all the significant life events that have occurred (but not adequately been celebrated) in 2020 all at once.
‘Make it bigger than Christmas’ the vocalist sings, whilst accompanied by an orchestra of brides, high school graduates, holiday makers and 50-year-olds. A Chinese dragon dances. A bride in a white dress celebrates Holi. Santa hits a piñata with a cricket bat.
The ad is touching, relatable, darkly funny, and addresses a year filled with pain with sensitivity and unity.
