The Entertainer, one of the fastest-growing toy retailers, has just unveiled its largest TV ad campaign to date, just in time for the holidays.
Helmed by newly retained creative agency adam&eveDDB, the spot introduces the brand's adorable new character, a plush toy named Ray.
Inspired by the deep love children have for their toys, the campaign also shows how that love isn't forever.
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In a statement, adam&eveDDB creatives Matt Gay & Feargal Ballance highlighted the significance of the film's soundtrack, a cover by indie artist Baxter Dury of Roxette's 1987 single "It Must Have Been Love."
"We wanted a voice that encapsulated Ray's character, something not cute or twee, and knew early on we wanted Baxter Dury. A voice that was different perhaps to what you'd normally hear in a Christmas spot," he concluded.
The Entertainer Marketing Director Caroline Smith praised the agency for their ability to encapsulate the feeling of a child obsessed with their toy.
Additionally, a real-life plush version of Ray will be made available for a limited time in-store and on the Moonpig.com website, retailing for £12.
Ray will also pop up in Tesco toy aisles and even make a cameo in Tesco's new holiday ad.
Heartfelt yet humorous, The Entertainer's new campaign positions the brand as the best platform for parents to find their child's next favorite toy with a touch of creativity.
A Toy Story
A melancholic 60-second film opens with a long shot of Ray, lying forgotten on the ground in a child's room.
He sadly sings about the good times ending with Baxter Dury's dry, deep voice, which provides a humorous contrast to his fuzzy face.
With a longing glance, he watches his owner play with a remote-controlled monster truck.
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After closing his eyes, Ray imagines that his owner has picked him up again. His dream is short-lived, however, as the other forgotten toys around him join him in his song.
The spot ends with the line "For the next love of their life," along with a shot of the toy slowly falling as he realizes that his time in the sun is over.
Animated spots have become more common as the holiday season draws close. Earlier this month, Tekla Fabrics launched an animated spot inspired by Hans Christian Andersen.
Starbucks also launched a new animated holiday ad in the same month.
