Mrs. Doubtfire Brings a Christmas Surprise in Industry First Theatre Ad

A dedicated TV ad for the hit West End comedy musical Mrs. Doubtfire is hitting screens this week in what is a media first for the industry. 

This is the first time a scripted Christmas advert has been made to promote a theatre show in the UK and is released in the same period that the big festive campaigns from supermarkets and major retailers hit the airwaves. 

Created by Dewynters, the Miroma-owned advertising agency for live entertainment, the 60-second spot features Gabriel Vick - star of the production at the Shaftesbury Theatre - in character as Mrs. Doubtfire. The creative sees Mrs. Doubtfire come to the rescue of a girl whose father is distracted by the task of finding her the perfect Christmas gift by sneaking into their house and leaving an envelope with four tickets to her West End show under the tree. It ends with Mrs. Doubtfire reminding us with a wink: "There are some things you can’t buy in a department store… like the magic of theatre."

The spot, which will break on ITV this Saturday (11th November) includes moments that fans will associate with the much-loved character, such as falling through an open window, pacifying a dog with a (gift-wrapped) bone, and having to hide when the family awakes.

Produced by Miroma Group’s Contented, the ad is set to a track from the show, ‘As Long As There Is Love’, with music and lyrics by Wayne Kirkpatrick and Karey Kirkpatrick, and performed by the Original London Company of Mrs. Doubtfire.

As well as TV, the campaign will maximise reach and frequency through a multi-channel digital activation, ensuring Mrs. Doubtfire is front of mind throughout the festive season.   

Jimmy McNicholas, brand director at Dewynters said, “Going to the theatre is a part of Christmas for many Brits, so it made sense to widen awareness of Mrs. Doubtfire through an industry-first advert in the style of the high street department stores. 

“Leveraging our audience's affection for this beloved character, the ad gives viewers a glimpse of what to expect from the hit production — and that’s the joyful marriage of high jinks and heart we associate with Mrs. Doubtfire. Ultimately, it’s a story about the magic of theatre - and the enduring charm of doggie antlers.”