McCann Manchester Channels Beyoncé For Theatrical Smyths Christmas Ad

McCann Manchester has launched a major integrated campaign for Smyths Toys Superstores to drive retail sales in the peak pre-Christmas period.

The campaign sees the return of the star of Smyths’ Christmas 2016 campaign, Oscar, who quickly became a celebrity.

The campaign breaks on 2 November with a 40-second TV commercial running across ITV, Channel 4 and Sky and will be supported by an integrated campaign spanning radio, online, social media, PR and in-store.

Media planning and buying was handled by UM Manchester. You can check out the festive spot below:

The campaign sees the return of Oscar, the star of Smyths Toys Superstores’ 2016 Christmas campaign, ‘If I Were a Toy’, which took Beyoncé’s smash hit ‘If I Were a Boy’, changed the lyrics and captured the world of possibility, endless imagination and excitement that a small child gets from walking into a Smyths Toys Superstore.

Commenting on the new work, Karen Buchanan, Chief Executive of McCann Manchester, said, “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.”

Sinead Byrne, Joint Head of Marketing of Smyths Toys Superstores, added, “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”.