Though the state of the worldimmigration, health care, politicsmight seem scary enough, the actual spook fest of Halloween is next month. Party City is taking advantage of the timing of the Oct. 31 holidayits most lucrative sales periodto debut its new rebranding campaign. The “Oh, It’s On” work is the first from Hill Holliday since since Party City brought on the shop as lead agency in April, succceeding Zimmeran. Party City spent $38.3 million on measured media in the U.S. last year, according to Kantar Media.

In two new 30-second spots airing this week, Party City explores the spirited aspects of Halloween for both kids and adults. One ad pits neighbors against one another competing for better decorations; another prepares children for “maximum candy effect.” The new tagline, however, is meant to be applicable to events beyond Halloween as Party City broadens its scope.

“We all have those moments that ‘Oh, it’s on!,’you get an invitation, get dressed up for bit parties or small partiesyou’re getting ready to do something exciting,” says Pat Duncan, senior VP of marketing and chief digital officer of Rockaway, New Jersey-based Party City. “Halloween is definitely our Christmas, our biggest time of the year, but we also have an everyday business and we needed a campaign that could speak to all of those times of the year.”