Toys R Us Looks to Nostalgia With a Vintage-Infused Holiday Spot

Spot by BBDO Atlanta Harks Back to 1978

Published On
Dec 15, 2017

Editor's Pick

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.

The spot will run on television through the holiday season alongside the brand's promotional holiday campaign, "The Naughty List Is Not An Option," and is part of the retailer's "Today We Play" platform which launched in September.


Dec 15, 2017
Brand :
Toys R Us
Client :
Toys R Us
Agency :
Agency :
Worldwide Chief Creative Officer :
David Lubars
Chief Creative Officer :
Robin Fitzgerald
Group Creative Director :
Craig Miller
Writer :
Patrick Lindsay
Creative Director :
Patrick Lindsay
Art Director :
Danny Corrales
Creative Director :
Danny Corrales
Worldwide Senior Business Director :
Paul Roebuck
Director :
Danielle Willett
Account Manager :
Hannah Aaronson
Account Executive :
Alex Denney
Production and Innovation :
Marc Calamia
Senior Producer :
Chrissy Lucas
Business Affairs Director :
Jill Davis
Integrated Business Manager :
Meg Foley
Production of Modern Footage :
Chorus Films
Director :
Troy Bieser
Managing Partner :
Judith Hoffman
Producer :
Meagan Massa
Edit :
Beast Atlanta
Head of Production :
Soraia Callison
Executive Producer :
Soraia Callison
Producer :
Kenny Sloat
Editor :
Matt Baron
Music House :
We Are Walker
Music Supervisor :
Sara Matarazzo
Founder :
Sara Matarazzo

Need a credit fix? Contact the Creativity Editors

Project Type