The Entertainer unveils biggest ever TV campaign
Entitled ‘The Tale of the Magical Penny’ and featuring the voice of actor Brian Blessed, the commercial made its debut in a primetime peak-viewing slot on TV soap Emmerdale on ITV1 on 20 October.
The commercial has been created and developed for The Entertainer by its newly appointed creative agency, Bigdog. The retailer said the advert needed to convey and promote the store’s Mix & Match Penny Sale which offers customers who make a full price purchase the option to buy a second product for only a penny.
The ‘Tale of the Magical Penny’ creative centres around a pop-up book with stop-frame animation and shows a family visiting the store. Toy lines featuring in the £1 million campaign include Paw Patrol, Furby Boom, Monopoly, Spider-Man and My Little Pony.
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, the ad will feature in prime weekday daytime and evening slots including Coronation Street, Loose Women and This Morning. Weekend primetime slots will 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 with the commercial screening for four weeks across movies which target a family audience.
The campaign was driven by The Entertainer’s in-house marketing team, Phil Geary and Rebecca Naish.
Geary, who is marketing & ecommerce 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.”
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