Santa Can't Resist The Urge To Play At PicWicToys In Holiday Ad By Steve

Dec. 03, 2021

Christmas is of course the most expected time of the year for a toy retailer such as PicWicToys. And because its 45 stores are not just stores like any other, but actual playgrounds, Steve decided to make this differentiating asset the centre of its Christmas campaign. 

The PicWicToys store is turned into the set of a frenetic chase… on 12-Watts racing cars! A TVC that takes inspiration from blockbusters and makes us dive into a vor- tex of pure childhood fun. 

The film is full of pop culture references: Darth Vader, Spiderman, Pikachu, Barbie, Star Wars, the Snow Queen and so many other iconic childhood heroes come to- gether in this race... And even the anivendors (played by real PicWicToys sales animators) take part in it. It's the perfect opportunity to show what their everyday looks like in bustling stores where people are always playing. 

Guillaume Lartigue, Co-CEO and Chief Creative Officer at Steve says:

"Produced and directed by the very talented Blacktool, this film is full of pop culture references and mixes together live action, stop motion, 2D and 3D. Bet- ween stunts, humor, love and fishtails, we have the perfect recipe for a generous Christmas film, for the pleasure of kids and adults alike." 

 

Julien Dreano, PicWicToys Brand and Customer Communication Manager added:

"This film uses all the ingredients of PicWicToys’ winning recipe: a store that’s made for play, with animations and experiences, our passionate animators who are big kids at heart, and attractive products. It achieves the unprecedented goal of bringing together on screen most of our favorite heroes and iconic toys from brands that we have built long-term partnerships with."  

 

The campaign will be on TV, digital, VOL (3 20-second films), in stores, on social media and PR (long format).

It will also be deployed on the radio where once again the reindeers will try in vain to call Santa Claus, who is far too busy having fun at PicWicToys.