McCann Manchester has unveiled its first TV ad for Smyths Toys Superstores since winning the £6m business earlier this year.

The new 40” spot will run across terrestrial, satellite and childrens’ channels and is underpinned by digital, radio, in-store, experiential, social media and print.

Watch the ad here:

The story documents the journey through the imagination of a young boy, Oscar, who becomes enchanted by the toy store before him.

The campaign uses the Beyonce hit ‘If I Were a Boy’, changing the lyrics to ‘If I Were a Toy”.

“We want to bring the excitement of the toy store as seen through the eyes of a child to our customers,” said Sinead Byrne, joint head of marketing, Smyths Toys Superstores.

“We have really enjoyed working collaboratively with McCanns, MPC, Outsider and also our director, Henry Littlechild, to create this magical campaign and we are excited to finally reveal it to our customers.”.

Richard Aldiss, McCann Manchester managing partner, added: “The brief was simple. Create a memorable campaign that captures the imaginations of kids and parents alike, while taking the Smyths Toys Superstores brand up a gear. With the run up to Christmas, we wanted to create something truly magical, while remaining firmly focused on the commercial agenda.”