Toys R Us’ Christmas ad confronts COVID-19, wants the festive season to be ‘one to remember’

Toys R Us’ Christmas commercial has leaned into the impact of the COVID-19 pandemic on this year’s impending festive season. Set inside, the first part of the ad features a child’s drawing with the message ‘Stay Safe’ blu-tacked to a window, parents working from home, a girl surveying a closed playground, and families on video calls, all set to a slow, emotional rendition of ‘Auld Lang Syne’.

But there’s a shift in the second half of the 90-second spot; the tempo of the song picks up, and children begin to feel the magic of Christmas-time as they send letters to Santa, unwrap presents, crack bon-bons, and are finally allowed to cuddle family and play outside.