Toy superstore giant, Smyths Toys Superstores, today premiers its Christmas advert for 2020, “If the World Were a Toy”, with Oscar returning to our screens once more.
Following a fun tease campaign this week across social channels, seeing iconic landmarks transform into must-have toys, the TVC is intended to bring some more magic and play into homes across Europe and capture millions of imaginations. Smyths Toys is keen to demonstrate that despite a difficult year for everyone, Christmas is not cancelled.
An evolution of the campaign ‘If I were a Toy’, launched in 2016 and 2019, this year’s campaign shows the whole world transforming into toys. But not just any toys, these are the ‘must-haves’ on every Christmas wish list and available at Smyths such as L.O.L Surprise!, LEGO and Barbie.
The campaign features a reboot of the popular ‘If I were a Toy” track for 2020, with updated lyrics sung by Albert Atack, the new voice of Oscar.
Created by McCann Manchester, and directed by Chris Balmond through Outsider, the 40 second TVC launches during ITV’s The Voice semi final on Saturday 7th November and will run across hp+cp UK and ROI and kids channels such as Nickelodeon and Cartoon Network. The campaign will also be live across Central Europe where Smyths Toys has stores in Germany, Austria and Switzerland.
Fully integrated, it will appear on all Smyths Toys’ social channels including Oscar’s own YT and Instagram channels. The lovable character is very busy these days, with his music career really taking off this year. There will be an extended version of the ‘If I were a Toy’ track going live on Oscar’s YouTube music channel on Saturday 14th November , sitting alongside a host of other tracks, some new and others well-known, which are already live.
Sinead Byrne, Joint Marketing Director at the UK’s number one toy retailer said; “Our favourite guy Oscar is out of the store and exploring the real world where magically passers by transform into his favourite toys! We hope kids spot their favourite toys and it adds a bit of much needed magic and joy this Christmas!”.
Smyths have also immortalised Oscar as a limited edition Funko Pop Vinyl. This is currently available online with 100% of all profits from the sale going to charity - a minimum donation of £50,000 to Great Ormond Street Hospital and £50,000 to the Children’s Health Foundation Temple Street and Crumlin to help those in need.
Commenting on the new spot for Smyths, Richard Aldiss, Managing Director at McCann Manchester said, “I know this work and Oscar will capture the hearts and minds of both children and adults alike. We are hoping Oscar’s return encapsulates some Christmas magic.”
Media planning and buying was handled by Universal McCann in Manchester.