LOLA MullenLowe: Santa finds out that there is a more important gift than toys

You’d expect Toys “R” Us to fill its Christmas commercial with toys. In LOLA MullenLowe’s Christmas spot for the toy chain in Spain and Portugal there are one or two. But there’s a very important gift idea. The film underlines the idea that playing with your children is a gift.

These days work obligations take up a lot of parents’ time. Often both parents’ time. In the Toys “R” Us Christmas story, while Santa is hard at work he is reminded in a letter to Santa that there is one gift he has nearly forgotten to deliver. He arrives at the home of a young boy in the middle of the night to fulfil that boys’ wish – that he finds some time to play with the boy, who is his son.

“We are very happy with to share our holiday message for all families: let’s play more with our children, grandchildren, nephews, friends…Toys “R” Us is truly behind this message in our communication, but also with facts: our experiential stores have revolutionized the traditional vision of toy stores, committed to becoming a place to get together and play for the whole family,” stated Miguel Ángel Carrasco, marketing director Toys “R” Us Iberia.

The campaign coincides with a new focus at Toys “R” Us. It is promoting more than just toys, promoting the value of playing, and is supporting that with its new store concept. Customers will get to play as soon as they walk through the door and will be able to see and interact with every toy for sale in a store where it’s “Forbidden not to touch”.

LOLA MullenLowe’s campaign is part of a long-term strategy to reposition the brand in Spain. The campaign launched in Spain and Portugal on December 4 with a media investment of €2.3 million via television, radio and digital media.

Credits

Agency: LOLA MullenLowe
Chief Creative Officer: Chacho Puebla
Executive Creative Director: Tomas Ostiglia
Art Directors: Manuel Castillo & Enrique Torguet
Copywriters: Manuel Castillo, Enrique Torguet & Jaime Ludena
Global Business Director: Tom Elliston
Account Director: Carlos Solchaga
Account Executive: Paula Arranz
Head of Production: Felipe Calviño
Producer: Jorge Saade