Myer as you knew it is no longer. The department store has replaced its old-fashioned “Myer is my store” slogan with “finding wonderful”, while also excusing its ambassador, Jennifer Hawkins, from the relaunch commercial. Instead, Adelaide actress Tilda Cobham-Hervey, 10 years Jennifer’s junior, has stepped in to take over Jennifer’s duties, if only for a moment.
Myer’s chief merchandise and marketing officer Daniel Bracken told theFashionSpot that “a sense of wonder is evoked by a lesser known talent in this commercial.” The minute-long clip featuring Tilda sees the 20-year-old explore a black-and-white world while reminiscing on the wonderful days, before injecting colour back into our lives with “impossibly-high heels”, “jewels for our fingers” and more to be found at Myer.
The move follows the appointment of creative agency Clemenger BBDO Melbourne in August, with Myer CEO Bernie Brookes telling Mumbrella they were brought on board for a “fresh new approach” to advertising and marketing strategies. “Consumer expectations and behaviour have changed,” he said.
“We’ve been progressively making changes and improvements to our business and we think our offer today is as strong and relevant as it has ever been,” Bernie added. “To reflect that, we asked Clemenger to help us tell the Myer story in a contemporary way, while drawing on our 100 year heritage as Australia’s leading department store.”
But even though Tilda, along with Clemenger, is helping squash Myer’s outdated image, Jennifer will still be the face of the company until at least 2016. “Jennifer Hawkins is the face of Myer and continues to help us create wonderful experiences for our customers,” Daniel says.
He added, “Whether it’s launching our new stores, showcasing new collections on the catwalk, appearing in our new catalogue coming out his week, judging Myer Fashions on the Field, no one helps us find wonderful quite like Jennifer.”
The Herald-Sun reports that Tilda’s role is merely a one-off. Crisis averted. Jennifer’s here for the long haul.