Children’s audio tech brand Yoto has revealed its first global TV campaign, starring classic property The World of Peter Rabbit.
Running across the UK, US, France and Canada – with other markets to follow – the TV ad, created by Insiders, builds on the brand’s platform of ‘For ears with a mind of their own’, showcasing how Yoto’s flagship Yoto Player – a child-controlled smart speaker – fosters kids’ independence and supports family life.
The campaign is Yoto’s biggest marketing investment to date and marks the continuation of its brand building campaign work with Insiders.
In the ad, we follow a young girl as she wakes and gets ready for the day, choosing Beatrix Potter’s The Tale of Peter Rabbit on Yoto as her soundtrack. Her self-confidence grows through little acts of independence, and is represented visually by two rabbit ears, shot in-camera, which sprout from her head and grow throughout the spot.
Beatrix Potter’s classic children’s story – voiced by Olivia Coleman – is perfectly matched with the action. As Peter Rabbit ‘squeezes into Mr McGregor’s garden’, the commercial’s hero squeezes into a jumper – and as her head pops out, we see that she is sporting a newly-grown pair of rabbit ears.
As Peter climbs up on a wheelbarrow in the story, she climbs on a stool to reach the toothpaste. As she contends with the laces on her boots – using the famous ‘bunny ears’ method – she bats away a parental hand trying to help. With each act of independence, her ears, and her confidence, grow.
She takes one final glance in the mirror after tying her laces, where she sees a beautiful pair of full-grown bunny ears – and we realise that while the ears were all in her imagination, her independence and new-found confidence is not.
The girl proudly leaves the house – as the story concludes: “Peter never stopped running, or looked behind him”.
It will run from today (1 October) on linear and connected TV, throughout the festive period and into 2025, alongside social, digital and OOH.
“It’s been a joy to work with Insiders and DROOL, who’ve perfectly understood Yoto’s ambition to make inspiring audio and innovative technology a force for good in family life,” commented Huntly Gordon, head of brand at Yoto. “Today, that humongous ambition comes to life in small but significant ways in countless households around the world – just as we see in this charming film.
“Special thanks also goes to the wonderful team at Penguin Random House for their ongoing support and collaboration. I’m excited to see the impact that this and the surrounding campaign will have as we continue to build Yoto into the next great family brand.”
Alex Moyet, brand director at Penguin Random House Children’s, continued: “We couldn’t be more thrilled to partner again with the incredible Yoto on their new major TV campaign. Peter Rabbit has been delighting families for over 120 years and the Yoto Player is the perfect way for even more children to discover, listen and enjoy their next favourite Beatrix Potter tale.
“We can’t wait for audiences to see this wonderful new ad and we look forward to continuing our collaboration with Yoto in reaching more story lovers everywhere.”
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