Gifts Today magazine

Elves Behavin' Badly fleet hits the road!

This year's lorry livery marketing campaign hit the road this week!

The Elves Behavin' Badly will be spreading Christmas cheer and mischief across the nation as the new lorry liveries featuring the hit seasonal range roll out onto roads this week.

Toy manufacturer PMS International has covered its entire fleet of lorries with images of Elves Behavin' Badly in different playful set-ups. One risque design sees a group of rowdy elves creating chaos on board a Christmas party bus as they let loose with plenty of booze and, no not the North Pole, but a different kind entirely. Other lorry images include a group of elves lined up in an identity parade while another sees a set-up of elves planning mischief as they sit behind bars.

The lorries will clock up more than one million road miles between them as they travel nationwide between this week and Christmas. The livery roll out kick starts a major marketing and communications campaign to launch the new range.

Paul Beverley, MD at PMS International Group PLC, said: 'Elves are the new must-have Christmas companion and Elves Behavin’ Badly are leading the pack with their cheeky charm and mischievous antics. The new Elves Behavin' Badly livery will make PMS' lorries some of the most recognisable on the roads. We are sure that the images of our elves will make people smile, and will become instantly memorable to all those who see them out and about.'

PMS International hired award-winning creative agency Taylor Herring to lead the campaign and build on the brand fame of the break-out doll range, which sold over 2,000,000 elves in the run up to Christmas 2017, making it one of the biggest selling brands of the year. This year’s creative campaign accompanies a new range of naughty elf products hitting UK shelves in November.

The campaign will push consumers to join in the social media phenomenon of parents sharing pictures of their badly-behaved elves in humorous set-ups overnight, with the aim of surprising their children in the morning.

The first Christmas advert for Elves Behavin’ Badly will launch online this year alongside a national fan photography competition.

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