Oh, what a doll: JWT Sydney, Zoom and John Cox re-creates the magic of childhood for Allen’s

This Sunday night June 7, a new Allen’s lollies TV commercial, created by JWT Sydney, will make its network TV premiere.

Titled ‘Smiles’, a 9m tall blonde doll walks through a colourfully crowded street showering the crowd with lollies to the enormous delight of children and adults beneath her. 

Believed to be the largest walking doll in the world, she was created by Australian Academy Award winner John Cox in his Gold Coast studio.

View the commercial

View how they made it

“Allen’s is so invested in this BIG idea, we have invested not only inthis TVC commercial and a  significant media buy, but we areconsidering using our beautiful walking doll, “Ellie”, for futureappearances and we want to continue to bring smiles via the Allens’brand,” said John Broome, Head of Marketing, Confectionary &Snacks, Nestlé Australia Ltd. 

While those in the industry who have seen the TVC have assumed it wasmade overseas, the TVC was filmed in Brisbane in April, closing off twostreets for the weekend including part of Queen Street. After talkingto eight directors in ten different countries over a two month period,JWT selected Queensland-based globe-trotting Aussie Mark Toia for thevital role of director.

“The doll was designed to remind us all of our childhood. She’s the quintessential doll

that’s been part of popular culture for decades,” says John Cox who was tasked with

creating an iconic walking doll that would move smoothly and capture the nation with her

face. Cox’s team worked for two months and spent a large portion of the TV commercial’s

total budget creating the doll.  

For Cox, it wasn’t necessarily the finished doll that gave him the most joy or excitement.

“It was the milestones during the two month build that were wonderful for us, such as 

opening the mould to reveal the dolls smooth face and seeing the big blue eyes work their

magic for the first time as they opened and closed,” added Cox.

It is considered that Cox and his team were the only Australians likely to be able to create

a doll of this size and appeal. 

John Lam, JWT Sydney Associate Creative Director and Creative Group Head Jason Ross,

the team that created the concept and the TVC, have been working on this project for

twelve months. “It’s been an extraordinary experience. Everyone involved has injected

not only their talent, but their passion, into the project. John Cox and Mark Toia have

delivered a truly magical commercial and long held dream for JWT and the Allen’s

Team.”

Lam and Ross took Inspiration from a Mexican Festival puppet and a 7m French puppet. 

The French puppet is believed to have cost $2M to build, yet this project didn’t have that

kind of budget. The Cox created walking doll is generations ahead of the overseas

inspiration in terms of her very advanced mechanics and instant physical appeal. 

At many stages throughout the commercial’s twelve month journey, the JWT team led by Lam and Group Account Director Peter Bosilkovski championing the big idea were told “It can’t be done”. Lam says the commercial is a testament to an incredible client who really held the faith.  

For JWT and the Allen’s team, being able to spend the budget here in Australia was a

terrific bonus that at times didn’t necessarily look possible.

Sought after Australian commercial director Mark Toia served as Director of Photography

and Editor, shooting the entire TVC with only two digital cameras, one of which was

located on a 67th floor roof top. “When the job came to me, I was brought in as a solution

maker.  I thought WOW this is big…….big logistics, big crowds, big doll. I went to see

John’s work quite a few times to see what they were doing and after the first few weeks, I

knew we were in a good place. What really got me in was that it wasn’t just a digital

puppet – they wanted to make a real doll.” said Toia.  “I couldn’t have done the job

without John – if John couldn’t do it, I would have pulled out of the job.”

The music for the Allen’s Makes SmilesTM commercial had to be optimistic and reminiscent

of childhood. The classic children’s nursery rhyme Knick Knack Paddy-Wack was selected

and is sung by a Melbourne School Choir whose involvement exemplifies the generosity of

spirit of everyone involved.

“Our spot for Allen’s is both magical and optimistic.  These are powerful ingredients

for a commercial at any time, but even more so with all the gloom around at the

moment, ” says Andrew Fraser, Executive Creative Director, JWT Sydney.

Agency: JWT Sydney

Associate Creative Director, Art Director: John Lam

Creative Group Head, Copywriter: Jason Ross

Sound designer; Nylon Studios, engineer, Simon Lister.