Giraffe Takes Center Stage in New Toys R Us Ads

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Leo Burnett introduces a more realistic Toys R Us symbol, Geoffrey the Giraffe, in a rebranding effort that heralds the retailer’s redesigned stores.

“We didn’t think the cartoon would be as fun or dramatic as an 18-foot animal walking down the streets,” said Jon Moore, executive creative director at Burnett.

The campaign be gan with teaser ads last week that had the animatronic giraffe run ning through various American landscapes, concluding with the words, “The big guy’s back.”

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