Toys R Us Aims for the Heart and Parents' Wallets With Its New Holiday Campaign

First work by BBDO Atlanta also a kind of brand refresh

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The holiday advertising season is officially upon us, and there's no clearer sign of the coming Christmas bonanza than a new campaign from America's largest toy retailer.

Last year, Toys R Us signed ad veteran Rich Lennox, who spent almost two decades in accounts at J. Walter Thompson, as its new chief marketing officer before assigning creative duties for future campaigns to BBDO.

The Omnicom agency's Atlanta office produced the big-box leader's first 2015 holiday ads, and the work amounts to a brand refresh, as Toys R Us positions itself as central to the holiday experience for millions of Americans.

The anthem ad "Tree," which debuts next month on broadcast TV, includes no toys, games or other consumer goods.



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