Review of R.M.Williams Holiday 2024 Ad Campaign with Talent Thelma Plum
Heritage Australian label R.M.Williams celebrates Christmas traditions with its new campaign Give Me Home, paying homage to the beloved Australian song “(Give Me A) Home Among the Gum Trees.” The campaign features an exclusive cover of the classic tune performed by award-winning musician Thelma Plum.
Anchored by the gentle, sunny lilt of Plum’s rendition, the campaign draws inspiration from the nostalgia of Australian summers. Quintessentially Australian moments of family life and connection include kids playing in kangaroo-filled paddocks, sheets hung out to dry, and relaxing on the verandah of a homestead.
Accompanying the short film, the brand has also shared a video and a series of behind-the-scenes photos offering an intimate look at Plum’s recording process behind the track. Extending the smart multi-media format of the campaign, the song will feature in all R.M.Williams stores throughout the festive season.
Christmas music is a powerful presence for shaping nostalgia, joy, and experience, but here R.M.Williams has taken it another step further with their thoughtfully collaborative revisiting of a classic song and all the memories it conjures up. It’s a smart move for a brand that is so richly connected to its Australian design heritage, and it makes for a uniquely memorable holiday campaign.
Talent | Thelma Plum