Toy retailer The Entertainer is shining a rather-misty eyed spotlight on the fickle nature of childrens’ relationships with their toys in its 2024 Christmas ad.
Developed by London-based creative agency Adam&EveDDB, the 60-second spot is centred around the story of ‘Ray’, a forgotten toy reminiscing about his golden days as a young girl’s favourite, as she frolicks in the background with her shiny new monster truck – bought from an Entertainer outlet, presumably.
Set to a cover of the classic Roxette tune ‘It Must Have Been Love’ by British indie artist Baxter Dury, the ad ends with the rather matter-of-fact tagline: “For the next love of their life.”
“Our brief to Adam&EveDDB was to get parents, uncles, aunts, grandparents and anyone else with a child in their life who’s obsessed with that one thing, to choose The Entertainer whenever they need to buy a toy,” The Entertainer marketing director, Caroline Smith said.
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“Their response was a strategy that is powerfully emotional, but with a streak of humour which will really give The Entertainer cut through during the Christmas advertising extravaganza.”
Running through to Christmas Eve, the campaign will be pushed out via TV, broadcaster video-on-demand, cinema, digital, and social media, in a bid to position The Entertainer as the go-to toy destination over the festive period.
Adam&EveDDB chief creative officer, Richard Brim added:“Kids are fickle little things but luckily The Entertainer is there to cater for their ever-changing ways.
“To tell this story we see it through the eyes of Ray, a once-favourite toy now sidelined by the child’s next new love.”
