Barclaycard released an online exclusive extended edit of the Barclaycard Toys advert that was released last year on November 11th, 2012. It was their biggest advertisement campaign in almost three years, and their plan was to use Christmas to encourage the adoption of their contactless and mobile-payment technology. Bartle Bogle Hegarty, BBH, created the TV commercial and the 90-second TV ad played during ITV1’s ”The X Factor.” Chris Palmer directed the ad through Gorgeous Production Company.
In scenes, which are a little reminiscent of the hit animation Toy Story, and 1992 film starring Robin Williams, Toys, we see a father taking a lift to a department store floor inhabited by living toys. He is then taken on a journey to help choose a toy for Christmas by a Mr B the monkey (voiced by actor James Corden) and all the toys are seen vying for his attention until he finally decides upon which toy he will buy for Christmas before leaving the store. You can watch the video to see what toy he chose in the end!
The music of choice is the Dance of the Sugar Plum Fairy, which helps to bring the audience viewers into to thinking about memories of childhood and Christmas.
In the advert itself we see a hard as nails army fitness fanatic show off his strength by performing one arm push ups only to collapse onto the ground and whimpering in a girly voice about how he “Pulled a string” as his arms swings uselessly. We see a Transformer that energetically keeps repeating, “I’m a car – I’m a robot!” as it endlessly transforms itself between the two. Possibly the funniest part of the advert is when a scooter riding Barbie doll pulls up to the man, and in a super seductive voice invites “Daddy” to hop onto the back, only to have Mr B the monkey comment about how “they’re plastic” and then dismiss her by saying “On yer bike!”
The advertising campaign was also designed to be interactive for viewers. By using the Shazam app to tag the advert as it aired, viewers were able to enter a competition to win prizes. Every time someone won a prize, Barclaycard donated five pounds to Great Ormond Street Hospital Children’s Charity. In addition all the toys that were used to shoot the ad were donated to various Children’s charities. An Augmented Reality game titled Toys Unleashed was also made available from November 16th 2012, to further involve and interact with viewers by allowing them to play with characters from the advertising campaign.
The true purpose of the advert is revealed towards the end when a reference to the Barclaycard PayTag system of making payments is revealed. The PayTag system is a new way of making payments by using contactless technology. It is a small chip, which you can stick to the back of your phone and use to make payments of under £15, and is around a third of the size of a credit card.
You can watch the extended advert below:
Client Name and Title: Gary Twelvetree, Global Brand Director
BBH Creative Team: Tom Drew, Uche Ezugwu
BBH Creative Director: Matt Doman, Ian Heartfield
BBH Executive Creative Director: Nick Gill
BBH Producer: Davud Karbassioun, Rachel Hough
BBH Team Manager: Claire Carpenter, Rebecca Levy
BBH Strategic Business Lead: Paul Matuszczyk
Director: Chris Palmer
Production Company: Gorgeous, Passion Pictures
Post Production: Framestore
Reviewing Making Christmas Easier Advert:
The cinematography is certainly interesting in this advertising campaign with all the toys being brought to life and makes it a good advert to watch with interesting scenes. 4/5
The purpose of the advert is delivered, though only towards the end of the advert, which shows good brand advertising. 5/5
The advert is 90 seconds long and in my opinion only really picks up pace towards the end of the video making it feel too long to watch. What do you think? 3/5
The sound levels and voice acting of the advert is good and keeps up some of the pace of the advert. However the lack of proper English does make the advert a bit tedious to watch. 4/5
What about you?
What do you think about the advert? I’d love to see your feedback in the comments below.