What Chapter 11? A month after launching its new "Today We Play" rebranding and five weeks after filing for bankruptcy protection and Toys 'R' Us is back at it with a new holiday campaign. In the "Naughty List Is Not An Option," the struggling retailer unveils the hilarious extent kids will go to get on Santa's good list.
In one 30-second spot, a girl uses a Toys 'R' Us catalog to fan the sweaty brow of her mother, who is cycling on a stationary bike, before strategically placing the flier on the bike's handlebars. In another, two daughters go to extremes to help their dad by taking out the trash.
The ads are the first of many in the campaign, which will include more than 20 broadcast spots of 30-and-15-second lengths. The effort will also include social media, online video and brand partnerships, including one with the Radio City Rockettes. Wayne, NJ-based Toys 'R' Us, which works with BBDO, will take over the Sixth Avenue store of Radio City Music Hall for an experiential pop-up shop.