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Underdog launches playful Smyths Toys assault |
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Thursday, 02 October 2008 |
Underdog Creative, the firm established by ex-TBWA creative head Ken Davies, has been tasked with helping leading Irish retailer Smyths Toys achieve its ambition of becoming the biggest toy retailer in the UK.
 The wonders of CGI As part of its expansion plans the firm enlisted Chester’s Underdog to produce a new television campaign - mixing live action with CGI – POS work and a raft of other associated marketing materials. The activity supports an investment by the firm that has seen nine new superstores opening in the last year alone. Davies said of the agency’s role: “We were incredibly impressed by Smyths plans for growth in the UK and the enthusiasm with which they were going about things. “We knew we needed a concept that would capture this enthusiasm whilst appealing to both mums and children”. Underdog has been retained to work alongside Smyths as the firm looks ahead at further openings and UK expansion. The agency, formed in 2003, has also worked with BUPA, Bank of America and PDSA. www.underdogcreative.co.uk
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