Smyths takes to TV

Retailer hires Underdog Creative to produce TV advertising campaign.
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The Irish retailer Smyths Toys is hoping the campaign will help it to achieve its ambition of becoming the biggest toy retailer in the UK.

Smyths has 20 stores in Ireland and 15 across the UK and has set its sights on becoming the largest player in the national £2billion toy market.

Chester’s Underdog will mix live action with CGI – POS work and a raft of other associated marketing materials to create the visuals.

The activity supports an investment by the firm that has seen nine new superstores opening in the last year alone.

Underdog’s creative head, Ken Davies said of the agency’s role: “We were incredibly impressed by Smyths plans for growth in the UK and the enthusiasm with which they were going about things.

“We knew we needed a concept that would capture this enthusiasm whilst appealing to both mums and children”.

Underdog has been retained to work alongside Smyths as the firm looks ahead at further openings and UK expansion.

The agency, formed in 2003, has also worked with BUPA, Bank of America and PDSA.

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