The retailer will launch the new advert tomorrow at 7:58pm.
The advert will air just before X Factor on Saturday night, with a 40” spot, and will run across terrestrial, satellite and kids’ channels, underpinned by digital, radio, in-store, experiential, social media and print.
The story documents the journey through the imagination of a boy called Oscar, who becomes enchanted by the toy store before him. The campaign is the first piece of work from McCann Manchester since its appointment by Smyths Toys earlier this year, and uses the Beyoncé hit If I Were a Boy, changing the lyrics to If I Were a Toy. The advert is bursting with the retailer’s latest selection of toys, which can be found in Smyths Toys’ 300-page toy catalogue.
“We want to bring the excitement of the toy store, as seen through the eyes of a child, to our customers,” said Sinead Byrne, joint head of marketing at Smyths Toys. “We have really enjoyed working collaboratively with McCanns, MPC, Outsider and also our director Henry Littlechild to create this campaign, and we’re excited to finally reveal it to our customers.”
McCann Manchester’s managing partner, Richard Aldiss, added: “The brief was simple – create a memorable campaign that captures the imaginations of kids and parents alike, while taking the Smyths Toys brand up a gear. With the run-up to Christmas, we wanted to create something magical, whilst remaining firmly focused on the commercial agenda.”
The advert can be watched below.