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6 October 2016

Let's Play!

by Syd Briscoe

Smyths: “If I Were a Toy” - 40s

We're all about Beyoncé here at DAVID (let's be honest, who isn't?), and we're enjoying the rewrite of her song 'If I Were A Boy' in this ad from Smyths. 'If I Were A Toy' has clever lyrics that don't feel shoehorned in to fit lines, and the song never gets cheesy. This ad is all about celebrating the possibilities of kids' imaginations, soaring where it could have fallen into the trap of trying to play on parents' emotions.

In a sea of aggressively gendered toy marketing - as anyone who's entered the pink aisle of a toy shop will know - it's refreshing and important to see an ad where a young boy plays with a princess dress and the Millennium Falcon by turns. The animation is beautifully realised and the transitions between scenes feel organic. This song is going to be stuck in our heads all day, and we don't really mind.

Creative Agency: McCann Manchester Ⓟ Ⓦ
Creative Director: Dave Price / Neil Lancaster
Creative: Becci Tyrrell / Adam Richardson
Managing Partner: Richard Aldiss
Account Manager: Kim Cleaver
Planner: Julie Randall
Agency Producer: Hannah Entwistle
Film Production: Outsider Ⓟ Ⓦ
Director: Henry Littlechild
Cinematographer: Theo Garland
Post Production: MPC Ⓟ Ⓦ
Music Production: SixtyFour Music Ⓟ Ⓦ
Song: SixtyFour Music Ⓟ Ⓦ

David Reviews is hand-crafted at 7 Seven Sisters, Lenzie, Glasgow, G66 3AW. Editor: Jason Stone. Phone: 0141 776 7766. E-mail: jason@davidreviews.com.