‘Toys that take them places’ is the theme of a new multi-media campaign for Very.co.uk to promote the online retailer’s toy range in the run-up to Christmas.
The campaign, devised by St. Luke’s, features a 30-second TV commercial which premieres in the ad-break of ITV’s This Morning programme, at 11am on 1 October.
This marks the first time Very, which is best-known for fashion, has focused exclusively on toys, in an above-the-line campaign. Part of Shop Direct, Very is the UK’s second largest pure-play online retailer.
Sylvia Woon, Chief Marketing Officer at Shop Direct, said: “Very’s toy offering is both fun and focused on products to lead children to new discoveries; to help them develop their budding passions by encouraging learning, compassion and creativity.”
In the brand commercial, “Toybox”, directed by Chris Balmond from Outsider, a little girl is transported by her imagination into a magical world in which she can be anything she wants to be – inspired by her favourite toys from Very.
Ed Palmer, Managing Director of St Luke’s, said: “Very exists to make products which are easily accessible to more people. This includes the youngest consumers, through the gifts family and friends will be buying for them this Christmas – including toys.”
The campaign also includes a suite of idents, an online film and content for OOH, DOOH, VOD, social formats and digital banners.