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.