Ray pulls at heart-strings in UK toy retailer The Entertainer’s new campaign via adam&eveDDB UK

In the lead-up to Christmas, Campaign Brief is shining a spotlight on the season’s most anticipated campaigns from around the globe. As these campaigns roll out, we’ll be rounding up the highlights to keep you in the loop.

 

UK toy retailer The Entertainer has launched a charming new Christmas campaign, created by adam&eveDDB London.

The campaign, which aims to resonate with families and highlight the magic of toy-giving, introduces a charming character named Ray, a stuffed toy who has been left behind as his young owner’s attention shifts to a shiny new remote-control monster truck.

The 60-second ad, captures the bittersweet emotions of childhood favorites being replaced, with humour and heart. Set to Baxter Dury’s soulful cover of Roxette’s ‘It Must Have Been Love’, the story follows Ray’s journey of love and loss, ending on a playful note with the tagline, “For the next love of their life”.

Marketing director Caroline Smith describes the campaign as a blend of heartfelt emotion and humor, designed to position The Entertainer as the ultimate toy destination this holiday season. Running until Christmas Eve, the campaign will feature across TV, cinema, and digital platforms, ensuring Ray—and The Entertainer—take center stage this festive season.