CLIENT BRIEF AND PROJECT PLANNING

CLIENT: Hamleys is the world’s oldest, largest and best-known toy store; founded by William Hamley in 1760 it originally went by the name of ‘Noah’s Ark’ all the way up until 1881. Its flagship store is based on Regent Street in London and is spread out over 7 floors selling over 50,000 different toys aimed at both girls and boys of all ages. The store includes both royalty and nobility amongst its customers; it’s the only toy store to have a royal warrant.

The advertisement itself we’ll be aimed at children between the ages of 4-10, however it needs to be family friendly as it must appeal to parents. They’re the crucial element in the bigger picture since they’re the ones bringing their children to the store. Children over the age of ten don’t typically tend to believe in Santa; therefore they do not fit in with the target audience.

An informal and friendly style will be used in order to engage kids; the language used must be tailored to suit them and their needs. All children that come along to the grotto will receive a free gift; this is the unique selling point. A USP allows Hamleys to differentiate from competitive companies, therefore drawing in more consumers- this is the sole purpose of the commercial. It acts as a promotional theme for the advertisement.

STYLE: Friendly

STRUCTURE: Informal

PURPOSE: To draw in more consumers over the Christmas period by promoting Santa’s grotto and a free gift for every child- the unique selling proposition.

LEGAL AND ETHICAL ISSUES: The use of child voice actors- child labour policies. The child can be used as long as no moral harm is caused, there welfare and vulnerability is safeguarded and they are not being commercially sexually exploited.

MUSIC: Jingle Bell Rock (instrumental jazz cover)