Myer is putting thoughtfulness ahead of price tags in its latest Christmas campaign, encouraging Australians to focus less on what they give and more on how well they know the person receiving it.
Developed with Howatson + Company and Myer creative director Kristen Hancock, ‘Say More with Myer’ celebrates the small, everyday moments that bring loved ones closer together, positioning gifting as an expression of understanding rather than simply an exchange of presents.
Set around a long summer Christmas lunch, the campaign captures familiar moments between family members, including a granddaughter painting her grandmother’s lips red, two boys refusing to let go of their teddy bears and a daughter trying on her mother’s sunglasses.
Each moment is then reflected in a beautifully wrapped Myer gift, accompanied by a handwritten note that explains the thought behind it. One reads, ‘Because a red lip has always been your beauty signature’, while another says, ‘To Mum, something special for you x’.
The creative centres on the idea that the most meaningful gifts are those that demonstrate someone has been paying attention, turning personal details and shared memories into something tangible.
Myer chief customer officer Amanda McVay said the retailer had taken a unified approach to Christmas this year, extending the campaign’s thinking across the broader business.
“This year we wanted every part of Myer telling the same story, from the campaign on screen to the gift wrap at the counter,” McVay said.
“Say More with Myer is built on something we all know to be true. The gifts people remember aren’t always the biggest or the most expensive. They’re the ones that show someone was paying attention.”
McVay said the idea had informed the retailer’s wider festive offering, including the expansion of Giftorium to three flagship stores for the first time, the return of its Gifticians and a greater focus on personalisation.
“We want Myer to be the place Australians come to find that gift, with the range and the expertise to help them do it,” she said.
The campaign is running across 30-second and 15-second films, with placements spanning television, YouTube, outdoor, social media, radio and online. The rollout also includes major train stations in Sydney and Melbourne, alongside a Christmas takeover of myer.com.au.
The campaign arrives as Myer looks to connect its Christmas marketing with the in-store experience, making the act of finding and personalising a gift part of the broader festive proposition.
In 2025 Myer worked with Howatson + Co to produce ‘Give Something Special This Christmas’, where Australian artist Sycco reimagined Jamiroquai’s hit ‘You Give Me Something’ into a upbeat, jazz-funk style.
This year, Myer will be bringing back Myer’s dedicated Christmas gifting destination, Giftorium, hosting more activations than ever before.
New brands joining Giftorium include Fenty Beauty, Parfums de Marly, Versace and R.M.Williams.
And of course it wouldn’t be Christmas without visits from Santa himself.
Santaland will be taking place in 18 Myer stores nationally this year across Melbourne, Sydney and Perth on Friday 6 November, followed by Adelaide on Saturday 14 November, Hobart on Saturday 21 November and all remaining stores on Wednesday 2 December.
