BBDO Atlanta launched a new campaign for Toys R’ Us called “Awwwesome” which includes a 60-second broadcast spot and two 30-second ads which take a different approach for the brand.
The campaign is built around the 60-second broadcast spot “Tree,” the first Christmas ad we’ve seen for the holiday season, aims for the heartstrings. It shows a group of kids setting up a Christmas tree in the yard of an elderly neighbor who initially appears to not care much for the gesture. The not-so surprising conclusion of the ad, however, shows that isn’t the case. “Tree” is notable for not showing a single toy or game, instead relying on its emotional message to connect with viewers.
The spot will make its debut next month (at least they’re not releasing it on broadcast in October) following the release of two supporting 30-second ads which made their debut this week. The kind of sexist “Lost” shows Ken and Barbie driving around the store, getting lost in its endless rows of toys, with Ken refusing to ask for directions (har har). “Clone,” meanwhile examines what happens when Optimus Prime finds out he’s not one-of-a-kind, while directly promoting the chains price match guarantee. Two additional ads will follow the sentimental approach of “Tree,” supported by more product-focused efforts, in the lead-up to the holiday season.
“[Deals] are important, but you want to build a relationship with your customers,” Toys R’ US CMO CMO Rich Lennox explained to Adweek. “If we can get consumers to engage with the brand, the activity will become much more effective.”
Lennox added that BBDO Atlanta “played an incredibly important role in helping us define the strategy” and was working with the brand on “the process of re-engineering the entire marketing model of Toys R Us.”
Credits:
Agency: BBDO Atlanta
Client: Toys ‘R’ Us
Titles: “Lost,” “Clone”
Chief Creative Officer, Atlanta: Wil Boudreau
Creative Director: Rhea Hanges
Creative Director: Brett Baker
Creative Director/Art Director: Taylor Crawford
Creative Director/Copywriter: Patrick Lindsay
Executive Producer: Alberto Enriquez
Producer: Alison Terry
VP, Account Director: Danielle Willett
Account Executive: Hannah Aaronson
SVP, Group Planning Director: Emily Viola
Senior Planner: Nina Hensarling
Production Company: BBDO Atlanta
Director: Jim Issa
Head of Production/DP: Eric De Fino
Title: “Tree”
Chief Creative Officer, Worldwide: David Lubars
Chief Creative Officer, Atlanta: Wil Boudreau
Creative Director: Rhea Hanges
Creative Director: Brett Baker
Creative Director/Art Director: Taylor Crawford
Copywriter: Brett Baker
Executive Producer: Alberto Enriquez
VP, Account Director: Danielle Willett
Account Executive: Hannah Aaronson
SVP, Group Planning Director: Emily Viola
Senior Planner: Nina Hensarling
Production Company: MJZ
Director: Fredrik Bond
Director of Photography: Roman Vasyanov
Music Producer: Wool & Tusk