Toys R Us Looks to Nostalgia With a Vintage-Infused Holiday Spot
Spot by BBDO Atlanta Harks Back to 1978
Dec 15, 2017
Could nostalgia save the holidays for Toys R Us? The retailer, which filed for bankruptcy protection earlier this year and is beset by store closures, looks to its past in a holiday spot by BBDO Atlanta that relies mainly on vintage footage from 1978 onwards.
The ad features a remix of the store's famous "I don't wanna grow up" jingle, sung by artist Jenny Lewis. Lewis was a child actress in early Toys "R" Us commercials and went on to form the band Rilo Kiley before releasing three solo albums. Troy Bieser directed the small amounts of modern footage, but the rest is all from the days when big box Toys R Us stores were where you went to get the kids' Christmas toys, instead of searching online -- and presumably tapping into targeting parents who remember the thrill of their own childhood expeditions.