U.K. retailer Argos is hoping to transform its image with this vibrant new TV commercial in which bursts of color and geometric patterns accompany the track "How You Like Me Now?" by The Heavy. The film, created by CHI & Partners and directed by Fleur and Manu via Caviar -- in a style reminiscent of Target's recent work -- also features energetic breakdancers, skateboarders, BMX bikers and more.
Argos has traditionally been known for its low prices and low-overhead retailing format. Its last campaign, also through CHI & Partners, featured a family of aliens.