Myer unveils 2026 Christmas campaign with Howatson + Company

Myer has launched its 2026 Christmas campaign, Say More with Myer, built on the idea that it’s less what you get someone, and more that you get them.

The campaign was developed by Myer creative director Kristen Hancock with support from Howatson + Company.

The film is set around a long summer Christmas lunch. A granddaughter paints her grandmother’s lips red, two boys won’t let go of their teddy bears, and a daughter tries on her mum’s sunglasses.

Each moment reappears as a wrapped Myer gift with a handwritten note, from ‘Because a red lip has always been your beauty signature’ to ‘To Mum, something special for you x’.

The 30- and 15-second films are live and will run through the festive season across TV, YouTube, outdoor, social, radio and online. Placements include major train stations in Sydney and Melbourne, and a Christmas takeover of myer.com.au.

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Amanda McVay, Myer Chief Customer Officer, said Christmas this year is being celebrated across every part of the 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.

“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.

“That thinking has shaped how we've approached the whole season, from expanding Giftorium to three flagship stores for the first time, to bringing back our Gifticians and making personalisation part of the experience.

"We want Myer to be the place Australians come to find that gift, with the range and the expertise to help them do it.”