The Entertainer's unrequited love

Created by adam&eveDDB London and produced through MJZ, this new spot introduces us to a fluffy toy called Ray whose time as his owner's greatest love has come to and end. 

Like Toy Story's Woody, Ray is dealing with the sadness of no longer being the main event as a remote-control monster truck takes his place as top toy. To convey his sadness Ray morosely sings the lyrics to Roxette power ballad It Must Have Been Love, here covered by British indie musician, Baxter Dury.

“We knew the music track would inform everything we did; the pace and performance, so we had to get it just right,” said Matt Gay and Feargal Ballance, creatives at adam&eveDDB. “And we were after genuine heartbreak, but with a smile. We wanted a voice that encapsulated Ray’s character, something not cute or twee, and knew early on we wanted Baxter Dury. A voice that was different perhaps to what you’d normally hear in a Christmas spot.”

“Kids are fickle little things but luckily The Entertainer is there to cater for their ever-changing ways," added Richard Brim, Chief Creative Officer of adam &eveDDB. "To tell this story we see it through the eyes of Ray, a once-favourite toy now sidelined by the child’s next new love.”