Argos has kicked off Christmas ads season this year, in UK, with its holiday spot, which taps into the nostalgia of circling your dream gift in the Argos catalogue and shows how a dad’s childhood dreams are awoken when he sees the drumkit his daughter has circled in the Argos catalogue, renamed “Book of Dreams” by the British retailer.
The 60-second ad, set around Christmas time, features a father sitting at the kitchen table and browsing the Argos 2019 catalogue. At some point, when he sees on a page a drumkit circled by his daughter, he begins fantasising about playing the drums together with his daughter first in the kitchen, where bulbs start beaming in the oven and stage smoke pours from the fridge, and then on a big stage, in front of thousands of fans. Cubby the Curious Bear also makes an appeareance – he’s featured leaping off the stage and crowd surfing.
The advert, scored by Simple Minds’ 80s iconic single “Don’t You Forget About Me”, informs that the drum kits, priced at £79.99, are subject to availability.
The spot, created by The&Partnership London and shot by Traktor, debuted on Friday, 1 November during ITV’s Coronation Street and Channel 4’s Gogglebox.
The retailer’s “Book of Dreams” campaign also includes cinema, brand response, bumpers, out-of-home, social and influencer outreach. Before the launch of the TV ad, several influencers, celebrities, and members of the public have been surprised with their own “Book of Dreams” from when they were young.