McCann Manchester adds a bit of magic with Smyths Toys Christmas campaign

David Prior's picture
by David Prior

Smyths Toys Superstores has unveiled its Christmas advert for 2020, created by McCann Manchester.

The campaign, 'If the World Were a Toy', transforms iconic landmarks into toys and is intended to show that despite a difficult year, Christmas is not cancelled.

It's an evolution of the earlier ‘If I were a Toy’ campaign, first launched in 2016.

Directed by Chris Balmond through Outsider, the 40-second ad launched during The Voice's semi-final on Saturday and will run across channels including Nickelodeon and Cartoon Network. The campaign will also be live across Central Europe where Smyths Toys has stores in Germany, Austria and Switzerland.

Sinead Byrne, Joint Marketing Director at Smyths Toys, 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!”

Richard Aldiss, Managing Director at McCann Manchester, added: “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.

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