A short and sweet ad that proves a 5-Star winner for the toy retailer. Geoffrey the Giraffe has been a mainstay of Toys’R’Us marketing for decades, and has occasionally had a starring role in their advertising too. At his best, he’s what we call a Fluent Device – a character created by a brand who drives the action of an advert. And that’s literally his role here, taking over from the distracted reindeer to pilot Santa’s sleigh. This is a simple ad with a straightforward plot but it still packs plenty into its 30 seconds, with the highlight a re-imagining of the clichéd moonlit sleigh silhouette. Congratulations to Geoffrey and to Toys R Us on a fantastic 5-Star festive ad. As a respondent said, “made me smile – I loved it!”.