The Entertainer has launched its 2024 Christmas ad.

Created by London-based creative agency Adam&EveDDB, the 60-second advert tells the story of ‘Ray’, a forgotten toy looking back on its glory days as a young girl’s favourite.

Set to a cover of Roxette’s classic “It Must Have Been Love” by British indie artist Baxter Dury, the ad closes with the straightforward tagline: “For the next love of their life.”

The campaign, running through Christmas Eve, will be broadcast across TV, video-on-demand, cinema, digital, and social media, with the aim of positioning The Entertainer as the go-to toy destination throughout the festive season.

“Our brief to Adam&EveDDB was to appeal to parents, uncles, aunts, grandparents, and anyone else buying for a child obsessed with the next big thing, encouraging them to choose The Entertainer for their toy needs,” said Caroline Smith, marketing director at The Entertainer.

“Their response was a strategy that’s emotionally powerful, yet with a touch of humour, which will ensure The Entertainer stands out in the busy Christmas advertising season.”

Richard Brim, chief creative officer at Adam&EveDDB, commented: “Kids are fickle little things, but thankfully, The Entertainer is always there to meet their ever-changing tastes.”

“To tell this story, we see it through the eyes of Ray, a once-beloved toy now replaced by the child’s next new obsession.”