The toy retailer has released the ad depicting ‘Ray’, a cuddly toy monster who is left heartbroken after being sidelined by a monster truck.
The campaign will feature on video on demand, social media and at the cinema, running up until Christmas Eve.
The Entertainer said the advert aimed to highlight “an aspect of childhood every parent will recognise – the contradiction between the depth of obsession kids can have with ‘that one toy’ and the speed with which they can then abandon it in favour of a new love.”
The ad was created by Matt Gay and Feargal Ballance at agency adam&eveDDB, and directed through MJZ Productions.
The adverts’ star toy, Ray, will be available to buy from The Entertainer’s stores and online, as well as in selected Tesco stores and on Moonpig for £12.
The Entertainer marketing director Caroline Smith said: “This advertising campaign, our biggest ever, heralds a new era of confidence at The Entertainer, Britain’s favourite toy shop. With over 160 shops and 1000 concessions in Tesco, M&S and Matalan – as well as being the industry’s unrivalled leader in customer service, no one understands what children want better than we do. Through Ray’s story we wanted to get parents, uncles, aunts, grandparents and anyone else with a child in their life to recognise that we’ve got their child’s new favourite toy just waiting to be gifted or taken home.”
adam&eveDDB chief creative officer Richard Brim said: “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.”
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