Very has unveiled its new toys campaign, designed to encourage families to start their festive shopping early.
“Daydreaming” has been developed by The Gate and is the latest in its flamingo-fronted Let’s Make It Sparkle series.
Its launch comes as research from the North West online retailer revealed that more than three fifths of people thought about Christmas in October, with many wanting to spread the cost.
Very’s data also revealed that half of parents were planning to spend more on toys this Christmas than last year.
As a result, the campaign promotes its toy offering and also its Very Pay payment option.
“We are thrilled to launch our ‘Daydreaming’ campaign, centred around our ‘Let’s Make It Sparkle’ proposition,” said Jessica Myers, Chief Customer Officer at The Very Group.
“We know how important Christmas is to our families and our latest toys campaign showcases an array of the most anticipated and popular toys and brands for 2024, curated by our category specialists. Plus, to bring the campaign to life even further, we will be making our first foray into merchandising our brand characters with the launch of two plushies, including the star of this campaign, Coral the flaminglet.”
The 30second TV campaign and 3 x 20second product ads are soundtracked by a remaster of Boys from Charli XCX.
For the first time, the creative integrates real product imagery within the animated world.
“The brief was to communicate that Very sell an array of brilliant toys while cutting through the abundance of toys adverts which are pushed out over the festive period,” added Antonio Gizzonio and Maisie Willis, creative directors at The Gate.
“‘Daydreaming’ unapologetically does that; whilst still being incredibly creative and playful. We’ve gone inside the imagination of loveable Coral and seen how children daydream – who’d have thought flamingos like Charli XCX?”
It will run in the UK and Ireland, across TV, VOD, radio, digital, and social media. Media planning and buying was handled by Zenith.
