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The Entertainer

Well-blessed TV campaign

The Entertainer is the UK’s largest independent toy retailer. The run up to Christmas is obviously the busiest and most important time of the year for toy retailers, so The Entertainer held a ‘Penny Sale’ promotion. But how do you make a toy retailer stand out from the others on TV?

Research told us that parents feel really nostalgic about Christmas and want to recreate the magic for their own children. We wanted to create an emotive campaign that captured the festive excitement of present buying and giving.

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The tale of the magical penny

The Entertainer’s first ever Christmas TV campaign told ‘The Tale of the Magical Penny’ and promotes the store’s Mix & Match Penny Sale. A charming stop-frame animation sees a family visit the store at Yuletide. Inside magical pennies turn into toys, illustrating the store’s ‘buy one toy, get one for a penny’ offer.

National treasure Brian Blessed OBE voices the story book in his typical warm, larger-than-life style. The ads have gone down like hot mince pies, with footfall increasing across the UK.

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But the festive magic didn’t end there. Once our ad was screened, The Entertainer sold out of many of the toys featured in the commercial. After an extra product shoot, we went back on air with new toys. Just what the client wanted for Christmas.

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