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PMS International appoints AB creative agency to spread mayhem and mischief this Christmas with Elves Behavin’ Badly


You’ll probably shout. You’ll probably cry. You’ll probably pout – here’s telling you why: Elves Behavin’ Badly are coming to town. Brace yourselves, people: toy manufacturers PMS International Group Plc have appointed creative agency AB to help continue their promotion of the tricksy elfin duo.

Every year the cheeky elves are sold in thousands of retail outlets including 48 nationwide retailers across the UK, including Tesco, The Works, The Range, Poundstretcher, Morrisons and Asda. Last Christmas alone more than two million Elves Behavin’ Badly flew off the shelves during the December mayhem Elf Season in the run-up to Christmas Day.

The annual Elf Phenomenon sees adults buying the toys to trick, surprise and shock their friends, family and colleagues. Many an office worker spends the festive season balanced between fear, anticipation and mischievousness as they wait to see which pen the elves have glued to the desk, what message is scrawled on their car or what’s happened to that nice packed lunch they brought in, not to mention the abundance of creative xxx rated pranks.  Luckily, the season is long enough to plot revenge, and with a whole cast of characters including Elfie, Elvie and Rudie the reindeer, the opportunities for japes and jokes are only limited by your imagination.

This year the elves are getting the full rock ‘n’ roll treatment with an advertising campaign from the creative team at the renowned full-service agency AB. AB are particularly well known, verging on notorious for their edgy boundary pushing campaigns.

Paul Beverley, MD at PMS International said: “With their expertise in film, digital marketing, brand and creative design, AB offers our cheeky elves a really exciting opportunity for 2019. The festive season is a chance for everyone to relax and unwind. Elves Behavin’ Badly are the perfect way to have a bit of fun and bring some mayhem to all those office parties and long family lunches. We can’t wait to let the elves loose at the end of October! The Elf Season nicely and hilariously fills the gap between Halloween and Christmas.

Ed Burnand, a Partner at AB said: “We’ve got some really fun ideas up our sleeves to further spread the word about Elves Behavin’ Badly this year. We’re on Christmas countdown already: we’ve made a list, checked it twice, and we’re looking forward to being naughty not nice. Let the mischief begin!”

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