Alien Leaves Vapor Trail in Duffy’s Toy Campaign

BOSTON Duffy & Shanley has fashioned an effort introducing Little Kids’ Vapo-Blaster, a toy that launches bubbles filled with vapor.

A 30-second TV spot, which premieres in the Houston market this week, features kids playing in a backyard when a “new kid” (actually a youthful alien with a goofy outsized blue head) arrives with a new toy. The kids enjoy blasting and popping bubbles filled with smoke and ask the alien, named Neuqid, “Where’d you say you were from again?”

“We looked at this toy which seemed just out of the Buck Rogers genre and knew we had a great creative base to spur children’s imaginations,” said Michael Silvia, creative director at the independent agency in Providence, R.I. “We want the kids to not only enjoy this toy but wonder what other ‘cool toys’ the Neuqid may have on his planet.”

The agency proposed ways to use this concept in point of purchase displays, in-store events and various trade promotions.

Ads will run on ABC Family, Nickelodeon and Cartoon Network stations. Spending by the client, which is also based in Providence, is expected to be in the six-figure range.

An agency representative said it has not been determined when the campaign will be launched nationwide.

The client was founded in 1989 and also markets other toys such as the No-Spill Bubble Tumbler, Bubblin’ Glitter Bugs and the Blue’s Clues and Sesame Street bubble blowers.

—Adweek staff report