Droga5 Dublin stages Christmas campaign for Smyths Toys

Droga5 Dublin, part of Accenture Song, presents the 2025 Christmas campaign for Smyths Toys Superstores - Europe's leading toy retailer. Following the huge success of last year's campaign, which was a finalist at the Effie Awards and one of the most viewed Christmas adverts on YouTube in the UK, the brand is expanding its communications into new European markets: France, Germany and the Netherlands, where Smyths Toys is currently expanding further.

Sam and Scout on the hunt for presents

At the center of the campaign are Sam and his faithful sleuth Scout - an unbeatable team when it comes to pre-Christmas curiosity. While Sam tries to unravel the mystery of the presents under the tree, Scout follows every lead with his fine nose - through the house, through the Smyths catalog and finally into the Smyths Toys Superstore. There, Sam finally finds out what awaits him for Christmas.

The campaign is running in seven European countries - Ireland, the UK, France, Germany, Austria, the Netherlands and Switzerland - and includes 30- and 40-second spots for TV, social media and digital channels. On social media, Scout takes the lead role: he warns parents with a wink about their children's new "sniffing trick" and becomes the world's first dog toy tester to rate the most popular toys at Smyths Toys.

"The most exciting challenge was to take a brand that we know inside out and reimagine it for French, German and Dutch audiences - markets where Smyths Toys doesn't have such a strong emotional connection. We didn't want to make a classic, sugary-sweet Christmas movie, but something cheeky, playful and fresh," say Alex Ingarfield and Carina Caye, Creative Directors at Droga5 Dublin.

"We wanted a campaign that would appeal to parents and children alike - across all markets. Our goal this year is to further strengthen brand awareness in our new core markets of France, Germany and the Netherlands. We are convinced that Sam and his faithful companion Scout will do just that: The ad is warm, humorous and full of curiosity - it perfectly captures the joy of guessing what's under the tree this Christmas," adds Sinead Byrne, European Marketing Director at Smyths Toys Superstores.

Responsible at Smyths Toys Superstores: Sinead Byrne and Martina Ruane (Joint European Marketing Directors), Christian Walsh (Senior Marketing Executive). Responsible at Droga5 Dublin, part of Accenture Song: Jen Speirs (Chief Creative Officer), Alex Ingarfield and Carina Caye (Creative Directors), Niamh Aremband (Copywriter), Lucas Oliveira (Art Director), Emma Sharkey (Chief Strategy Officer), Julie Murray (Strategist), James Moore (Executive Group Account Director), David Curran (Senior Account Director), Smit Karmarkar (Account Executive), Jessica Bermingham (Head of Production), Siobhan Coakley (Producer), Aisling O'Dwyer (Senior Producer). Responsible at Ponder: Brian Durnin (Director), Paul Holmes (Executive Producer), Treasa O'Friel (Production Co Ordinator), Ignas Laugalis (DOP), Susie Cullen (Production Designer), Sinead Lawlor (Stylist), Ciara McIlraith (1st AD). Responsible at Mustard: Rob Hegarty (Editor), Laura Greally (Edit Producer). Responsible at Gabha Studios: Dafydd Upsdell (Executive Producer), Julie Nixon (VFX Producer), Jonas McQuiggin (VFX Supervisor and VFX Lead), Daniel Morris and Jonas McQuiggin (Comp Artist), Wayde Duncan-Smith (CG), Andrew Francis (Colorist). Responsible at Folding Waves: Simon Bird (sound design and mix). Music composition: Blackbook Music.