Solutions

We based the campaign on the concept: “We do toys, you do Xmas magic”. Smyk supplies toys, but they are not the most important thing here – emotions, relationships, joint fun and the magic of time that is created when we are really close are important. Because the most important gift is the time spent playing together, which we give to our children. Nothing makes us closer to each other then, this is when the magic of Christmas happens.

While maintaining a certain classic convention attributed to Christmas films, we wanted to give the ad a touch of modernity. The pillar of this idea was directing. Transforming adults into children – so that it was magical, but at the same time natural and unpretentious. It was important to create and show an extraordinary relationship between children of different ages, to capture the hidden element of adulthood in older children, authenticity, creating situations that bring back the best memories or scenes from family-adventure books in the style of “Five Children and Something” – these are just some of the director’s challenges.

We juxtaposed a swinging ballad about love with a film about children playing in an old house just before Christmas Eve, which gave a surprising effect of additional emotion and very clearly strengthened the overall concept. The lyrics of the song chosen for the spot, although not literally, complemented the story presented in the film.