As much as some of us may have wished as children (or still wish) our toys could come to life, we have to face some facts: they need our help.

In a new spot for Honda Canada and the Honda Dealers Association, Toronto’s DS+P shows how toys like “Mister Bunny” need some assistance to get where they need to go. Namely, to a nearby Ontario Honda dealership to be part of a charitable toy drive.

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The campaign, which includes TV, online video, social media and in-dealership activations, is promoting the 49th Annual CP24 CHUM Christmas Wish toy drive, where unwrapped toys can be dropped off at a local dealership and donors can be entered to win a 2016 Honda Civic EX Sedan.

PHD handled media planning for the campaign, with video production by Head Gear Animation and music by Boombox Sound.