The campaign is the brand’s first since appointing Sydney indie Howatson+Co in January. Australian department store Myer has taken an unconventional approach to Christmas: choosing an Aussie artist to cover an iconic Jamiroquai song in a film that mimics a music video.
The work, the brand’s first public-facing campaign since appointing Howatson+Company at the start of the year, as revealed by LBB, centres on “joy, wonder, and anticipation” to celebrate the unspoken magic of a perfect gift. The retailer is leaning into the festive spirit subtly by uniting the brand’s enduring Christmas heritage with fresh Australian talent.
Myer joined forces with acclaimed local artist Sycco to reimagine a not‑so‑traditional Christmas tune, Jamiroquai’s ‘You Give Me Something’, infusing it with new energy, soul, and a distinctly Australian warmth. The resulting anthem captures the “fuzzy feeling of finding, giving and receiving gifts”. Myer chief marketing officer Clarabella Burley said, “We want to be Australia’s home of gifting, and our campaign is all about sparking the joy that comes from receiving and giving a gift this Christmas. “We’re excited to see this campaign come to life through a new approach to media buying, including TikTok’s Holiday Pulse, Pinterest Trend Badges and Quiz Ads to reach a new generation of customers.” Howatson+Company creative directors Justin Butler and Leti Bozzolini added, “Myer continues to pursue a fresh approach to retail, and Christmas is no exception — from the ‘non-Christmas’ Christmas song, to collaborating with an artist like Sycco, to the music-video style vision.”
The 2025 Christmas campaign kicked off on Sunday, November 2nd, and includes a dynamic channel mix including TV, BVOD, OOH, digital, social, PR, online, immersive in‑store experiences, vibrant visual merchandising, bespoke gift wrapping, and team member uniforms.’
