Former X-Factor star Louis Walsh fronts new Christmas ad campaign for elf toy brand, Elves Behavin’ Badly.

An appeal-style video sees the Irish music mogul take the lead role as ‘Elf Help’ ambassador, appealing to families to take in a naughty elf this Christmas.

The witty advert sees the Westlife manager telling the story of Elfie and Elvie – two troubled elves who have been kicked out of their homes for joyriding reindeer and getting up to no good. As the story unfolds, an ‘Elf Help’ worker delivers the elves to the Chowdhury family who generously take the dolls into their home. But the elves cause havoc by pulling pranks on the family; graffitiing the Dad’s face with marker pen, sneaking chilli sauce into the dinner and gift-wrapping the family dog.

Agency Taylor Herring was appointed in June by brand owner PMS International Group to build brand fame for the break-out doll range. The spot was created by Taylor Herring and produced by the agency’s production arm St Marks Studios.

The ad prompts families to share set-up pictures of their badly-behaved elves using the hashtag #ElvesBehavinBadly. The spot will feature on major online channels including Facebook and YouTube.

The campaign will be amplified across social media channels with comedians and Twitter influencers tasked to take on the elf photography challenge. The agency will produce daily content for the brand’s social media channels, alongside running a reactive Twitter newsroom fronted by naughty elves in a purpose-built micro office.

Louis Walsh, commented: “Last year Elves Behavin’ Badly caused a viral sensation, but this year they’re set to top the Christmas toy charts. The naughty elves have become social media stars in their own right, taking over the nation’s Instagram and Facebook feeds as parents get ever more creative and ingenious with the set ups. I can’t wait to see what people get up to with their elves in the run up to Christmas.”

Paul Beverley, managing director at PMS International Group, commented: “We wanted to make a splash this year with a Christmas advert unlike any other. In true Elves Behavin’ Badly style, it’s very tongue-in-cheek. We hope parents and children alike will get involved with sharing their elf antics on social media and we’ll be rewarding the best with prizes every week.”