When it comes to Christmas advertising, sometimes the most unexpected ideas can make the biggest impact—and here’s where it gets interesting. Australian department store giant Myer has chosen to break away from traditional holiday campaigns by featuring an Australian artist to reinterpret a beloved Jamiroquai classic within a music video-style film. This fresh approach not only stands out but also sparks conversations about how brands can connect with audiences in innovative ways.
This campaign marks Myer’s first major public-facing effort since they brought on Howatson+Company at the beginning of the year, as reported by LBB. The central theme revolves around the feelings of joy, wonder, and anticipation—those subtle yet powerful emotions that embody the magic of finding that perfect gift. Instead of going for cliché festive imagery, Myer subtly blends its longstanding Christmas heritage with contemporary Australian talent, creating a festive spirit that’s both nostalgic and modern.
Partnering with the talented local artist Sycco, Myer reimagined a not-so-traditional Christmas tune—Jamiroquai’s ‘You Give Me Something’—injecting it with fresh energy, heartfelt soul, and a uniquely Australian warmth that makes it stand out. The result is more than just a song; it’s an anthem capturing that cozy, fuzzy feeling we all experience when giving and receiving gifts during the holiday season.
Clarabella Burley, Myer’s Chief Marketing Officer, expressed her enthusiasm, saying, “Our goal is to make Myer the go-to destination for gift-giving across Australia. This campaign is all about sparking that special joy—the thrill of giving and the happiness of receiving during Christmas.” She also highlighted the innovative media approach, which includes platforms like TikTok’s Holiday Pulse, Pinterest Trend Badges, and Quiz Ads, aiming to reach a fresh, younger audience.
Justin Butler and Leti Bozzolini, the creative minds behind the campaign at Howatson+Company, added that Myer continues to push boundaries when it comes to retail marketing. From using a ‘non-traditional’ Christmas song to collaborating with an emerging Australian artist, and adopting a music-video aesthetic, they’re redefining what holiday advertising can look like.
This 2025 Christmas campaign launched on Sunday, November 2nd, and features a diverse mix of channels—from TV and BVOD to out-of-home advertising, digital, social media, public relations, immersive in-store experiences, eye-catching visual merchandising, personalized gift wrapping, and even special team member uniforms. All these elements work together to create a vibrant, cohesive holiday experience that invites shoppers to feel the magic in every detail.
So, here’s a question for you—do you think this kind of unconventional, artist-driven holiday campaign is the future of Christmas marketing? Or do traditional themes still hold their magic? Drop your thoughts below—this is a debate worth having.
