We helped The Entertainer launch its first-ever integrated brand campaign. Launching in early November 2024, “Ray”, is a 60-second film inspired by the deep love kids develop for their obsessions – a passion which is shared by The Entertainer. The ad features the endearing character of Ray, a once obsessed-over stuffed toy who is now feeling a bit lost as his owner has since turned her attention towards a remote controlled monster truck. The endline is: For the next love of their lives.

It’s set to a cover of Roxette’s power ballad “It Must Have Been Love” by established British indie musician, Baxter Dury. This music track informed genuine heart break, but with a smile. It created a voice that encapsulated Ray’s character, something not cute or twee, and different perhaps to what you’d normally hear in a Christmas spot.

The Entertainer’s ‘Ray won’t be lonely for long, as the toy will be available for purchase in store for a limited time for £12. Ray will also be taking over the toy aisles of Tesco, and is even featured as an easter egg in Tesco’s Christmas ad.