This year's effort, again by Clemenger BBDO, sees the Elf character getting frustrated with Mouse, Reindeer and Angel, who are messing around while decorating the tree. "I need decorations who take Christmas seriously," he whinges, setting out in search of some superior mates. But what he finds out there -- an agressive snowman on a set of Christmas lights, some smug minimalist Scandi-style wooden animals, some homemade kids' decorations who act like crazy toddlers, and some scarily over-the-top house decorations -- makes him appreciate that there's no place like home. "You're nuts, but you're my kind of nuts," he tells his friends.
Once again, the combination of charm, humor and spot-on VO makes this campaign one of the cutest holiday efforts around. As well as the TV spot, this year Myer is launching an "Elf Vision" app that brings the characters to life in augmented reality.