The Toys "R" Us Holiday Ad Focuses on Family Rather Than Products
Katherine Pendrill — March 15, 2016 — Marketing
This past Christmas, Toys "R" Us debuted a holiday ad that focuses on family rather than objects. While the holiday season is a great time for brands to promote their products, this Toys "R" Us ad takes a different approach.
The 2015 holiday ad for the children's retailer was created by BBDO Atlanta and it is titled 'Exactly What You Wish For.' The ad begins with a child preparing for the holidays with his father. While it seems as though the child is waiting to receive his perfect Christmas gift, he is in fact awaiting the return of his mother who is in the military. The ad ultimately focuses on family rather than the importance of material items such as toys.
Instead of specifically promoting Toys "R" Us products, the clever ad tells the story of families and the kinds of customers the brand caters to.
The 2015 holiday ad for the children's retailer was created by BBDO Atlanta and it is titled 'Exactly What You Wish For.' The ad begins with a child preparing for the holidays with his father. While it seems as though the child is waiting to receive his perfect Christmas gift, he is in fact awaiting the return of his mother who is in the military. The ad ultimately focuses on family rather than the importance of material items such as toys.
Instead of specifically promoting Toys "R" Us products, the clever ad tells the story of families and the kinds of customers the brand caters to.
Trend Themes
1. Family-focused Advertising - Brands can take a cue from Toys 'R' Us and shift their focus towards promoting families over products, creating an emotional connection with audiences.
2. Emotional Storytelling - Companies can use storytelling techniques to tug at the heartstrings of their customers and create a memorable viewing experience.
3. Authenticity in Advertising - By promoting values and experiences that resonate with their customers, brands can establish themselves as authentic and build long-term relationships.
Industry Implications
1. Retail - Retailers can use emotional advertising to differentiate themselves from competitors and build brand loyalty.
2. Advertising - Advertising agencies can incorporate storytelling techniques in their campaigns, creating more meaningful brand experiences for their clients' campaigns.
3. Military - By highlighting the sacrifices of military families, brands can win the loyalty of this patriotic and empathetic consumer segment.
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