TLDR
Myer launched its 2026 Christmas campaign 'Say More with Myer' on 19 October with in-house creative director Kristen Hancock leading and Howatson+Company in support. Myer's 2025 Christmas ad scored a Fluency score of 99 in System1 testing, the highest of the four Christmas ads B&T reported.
KEY TAKEAWAYS
What Myer launched
Myer launched its 2026 Christmas campaign, "Say More with Myer", on 19 October, more than two months before Christmas Day. The campaign was developed by Myer creative director Kristen Hancock, with Howatson+Company in support.[1] Howatson+Company made Myer's 2025 Christmas ad, "Give Something Special".[3]
The idea is that a gift's value lies less in what you give than in the fact that you give it. The film is set at a long summer Christmas lunch, where small moments, such as a granddaughter painting her grandmother's lips red, reappear as wrapped Myer gifts with handwritten notes.[1]
Where it runs
The campaign is live in 30- and 15-second films and runs through the festive season on TV, YouTube, outdoor, social, radio and online, with placements in major train stations in Sydney and Melbourne and a Christmas takeover of myer.com.au.[1] "This year we wanted every part of Myer telling the same story, from the campaign on screen to the gift wrap at the counter," said Amanda McVay, Myer's chief customer officer.[1] "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.[2]
The bar from last Christmas
Myer starts from a strong base. When System1 tested Australian Christmas ads in November 2025, Myer's "Give Something Special" scored 3.2 stars, a Spike rating of 1.34 and a Fluency score of 99, the highest fluency of the four ads B&T reported. McDonald's "Grinchmas" by Wieden+Kennedy Sydney matched it on 3.2 stars and had the highest Spike rating at 1.38, while ALDI's "Go On, It's Christmas" by BMF scored 3.1 and Uber Eats' "Ding Dong Deals" 2.6.[3]
System1 Star Rating, Australian Christmas ads 2025
This year the creative lead sits inside Myer. The test of that call will come when this year's Christmas ads are put through the same kind of testing.
SOURCES & CITATIONS
Xaviery Malinao writes for Prompt the Market on how brands and agencies are adapting to answer engines, drawing on Bushnote's work with clients across search, AI search and content.
