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McCann Manchester behind new Smyths Christmas campaign


McCann Manchester has launched a major new campaign for Smyths Toys Superstars, to drive sales pre-Christmas.

Launching tomorrow with a 40 second commercial on ITV, Channel 4 and Sky, it will be supported by radio, online, social media, PR and in-store.

The creative features the return of “Oscar”, which originally starred in its 2016 campaign, “If I were a Toy”, set to Beyoncé’s hit ‘If I Were a Boy”.

“We’re excited to reintroduce Oscar to the world, who made a huge impact back in 2016 and helped emphasise the magic of Christmas and captured the hearts and minds of children and parents alike,” said Karen Buchanan, Chief Executive of McCann Manchester.

Media planning and buying was handled by UM Manchester.

“We are delighted to partner with McCann for the return of our superstar Oscar who steals the show in our new brand ad this Christmas. We have worked closely to achieve a fully integrated campaign and we are sure our customers will enjoy show,” added Sinead Byrne, Joint Head of Marketing of Smyths Toys Superstores.

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