McCann Manchester is set to launch a major integrated campaign for Smyths Toys Superstores with the aim of getting every child in the UK & Ireland into a Smyths Toys store in the run up to Christmas.
The campaign, Snot, the Toy No-one Wanted, breaks on October 14 across Sky, Channel 4 and ITV with a 60 second TV commercial backed up by an integrated campaign that spans TV, radio, online, social media, PR and in-store
The work builds on the success of last year’s highly successful campaign, If I Were A Toy, which proudly showcased the fun of the toy store and range of products in store within the campaign.
Shot by director Chris Palmer, the campaign tells the tale of Snot, the toy no-one wanted.
Snot was a production line error. He wasn’t like the other toys. He wasn’t pretty to look at or something that any child would love for Christmas and he was quickly sent down the reject chute. All alone, and not a friend in sight, Snot wandered the scary streets in the dark of the night. Until he happened upon a Smyths Store Superstore, like a beacon in the distance.
From zero to hero, Snot saves Christmas and Smyths Toys Superstores from the 50ft monster in the car park. Triumphantly welcomed in by this year’s must-have toys, Snot had finally found a home.
The campaign runs from now until mid-December, and will see Smyths link up with Great Ormond Street Hospital and Temple Street Foundation with all profits from the Snot plush toy and storybooks sold in all 110 stores going straight to the charities.
Media planning and buying was handled by UM Manchester, the first campaign the media agency has worked on for Smyths since winning the business earlier this year.
Commenting on the new work, Richard Aldiss, Managing Director of McCann Manchester said, “Our brief this year was to create something bigger and better than last year and we genuinely feel this campaign will rise to that challenge. In fact, it turned out the way to capture the hearts and imaginations of kids and parents was right under our nose.”
Sinead Byrne, from Smyths Toys Superstores added, “We have fallen in love with this new character’s playfulness and sense of adventure, and we hope our little customers will love him too!”