The team behind the breakout doll range of 2017, Elves Behavin’ Badly has kicked off a nationwide marketing campaign ahead of the launch of a new range of toys in time for Christmas this year.
Toy manufacturer PMS International has covered its entire fleet of lorries with images of Elves Behavin’ Badly in different set-ups as part of the campaign. Images include that of a group of rowdy elves creating chaos on board a Christmas party bus.
The lorries – carrying images like a group of elves lined up in an identity parade or planning mischief as they sit behind bars – will clock up more than one million miles between them as they travel the country between now and Christmas.
The creatives have been developed by the award-winning agency Taylor Herring in order to lead the campaign and build on the notoriety of the range that sold over 200,000 elves in the run up to Christmas last year.
The campaign aims to push consumers to join in the social media trend of parents sharing pictures of their elves behaving badly in humourous set-ups overnight, with the aim of surprising their children in the morning.
Paul Beverley, managing director at PMS International Group, said: “Elves are the new must-have Christmas companion and Elves Bahavin’ Badly are leading the pack with their cheeky charm and mischievous antics.
“The new Elves Bahvin’ Badly livery will make PMS lorries some of the most recognisable on the roads. We are sure that the images of our elves will make people smile and will become instantly memorable to all those who see them out and about.”