The Entertainer unveils its biggest ever Christmas TV campaign


The UK’s largest independent toy retailer, The Entertainer, has unveiled its biggest ever Christmas TV campaign, entitled ‘The Tale of the Magical Penny’ featuring the voice of recently OBE awarded iconic actor, Brian Blessed.  The commercial was unveiled in a primetime peak-viewing slot on leading TV soap, Emmerdale, on ITV1 last night, Thursday, 20 October.

The commercial has been created and developed for The Entertainer by newly appointed award-winning creative agency, bigdog. The team at bigdog were tasked with producing a commercial which engaged consumers with a seasonal and family-focused story that captured the retailer’s core values. The key engagement message needed to convey and promote the store’s Mix & Match Penny Sale which offers customers who make a full price purchase to then buy a second product for only a penny, from a selection of hundreds of toys.

The ‘Tale of the Magical Penny’ creative centres around a pop-up book with stop-frame animation and shows a family visiting the store. Inside magical pennies “bring excitement and joy, spectacularly turning into amazing toys” to brightly illustrate the Mix & Match Penny Sale. Toy lines featuring in the £1million advertising campaign include Paw Patrol, Furby Boom, Monopoly, Spider-Man and My Little Pony.  Brian Blessed voices the story book with his typical warm and enthusiastic gusto.

For its biggest ever investment in Christmas media buying, the retailer has appointed the business to Manchester-based Carat. The commercial has been produced as both a 30 and 10 second spot and is The Entertainer’s most ambitious campaign to date. Following its first showing during Emmerdale on 20 October the ad will feature in prime weekday daytime and evening slots including Coronation Street, Loose Women and This Morning. Weekend primetime slots include X Factor Live Shows, Celebrity Chase, The Jonathan Ross Show and I’m A Celebrity and will run up until Christmas Eve across the UK.

The campaign also includes The Entertainer’s first venture into cinema advertising; launching on 21 October the commercial will screen for four weeks across movies which target a family audience and include Trolls, Swallows And Amazons and Asterix: The Mansions Of The Gods.

Phil Geary, marketing & e-commerce director at The Entertainer, said: “Christmas represents a fantastic opportunity for us to make a real impact in this competitive trading period.  We wanted to create a memorable commercial which resonates with all the family and promotes our unique Mix & Match Penny Sale across multiple channels to drive footfall both instore and online.”

The campaign was driven by The Entertainer’s in-house marketing team, Phil Geary and Rebecca Naish.