Myer, in partnership with creative agency Clemenger BBDO, is launching a Christmas campaign titled 'Share The Joy' featuring a character named Humbug.

Humbug is a grumpy Christmas anti-hero who finds the usual festive fun too much for his sensitive soul. The campaign will be executed across various channels including TV, BVOD, OOH, digital, social, PR, online, in-store VM, and immersive experiences. It also includes gift wrapping and team member uniforms.

Customers will have the opportunity to purchase a plush toy of Humbug, created specifically for the campaign, available in-store. The campaign includes taglines such as “Gifts for the naughty and the nice”, “Put a humbug in their happy place”, “It’s not just the thought that counts” and “All they want for Christmas isn’t just you”.

'Share The Joy' launches on Sunday 3 November and runs until Christmas Eve.

Geoff Ikin, Chief Customer Officer at Myer, said: “This campaign is all about celebrating the festive season in its many forms; embracing the fun, the unexpected, and even a little bit of mischief. Whether you’re decking the halls or trying to dodge the mistletoe, Myer is proud to be Australia’s favourite one-stop destination for bringing Christmas magic to life. From decorating, gifting, or just soaking up the season, we’re here to help ensure there’s joy for all Australians this Christmas.”

Adrián Flores, Chief Creative Officer at Clemenger BBDO, said: “As a notorious humbug myself, I know too well how it feels to have to grimace your way through Christmas. This campaign is for all the humbugs out there just trying to make it through to New Years. It’s always great when a brand isn’t afraid to have some fun and stand out, and this Myer campaign is exactly that – a moment of levity that reinforces the retailer’s position as the home of Christmas for all Aussies.”