'AbracaDaisy' and 'The Incredible Lucy' put on a magic show in Argos' fantastical holiday spot

The U.K. retailer wants to highlight the 'magic of Christmas' amid nostalgia for its catalog

Published On
Nov 02, 2020

Editor's Pick

U.K. retailer Argos once again plays on nostalgia for its print catalog in its holiday spot this year, centered on a spectacular magic show that two little girls put on for their family. 

The spot, by The&Partnership, shows the girls, "Abracadaisy" and "The Incredible Lucy," circling a box of magic tricks in Argos' Christmas gift guide. We're then transported to Christmas with the pair presenting a fantastical performance for loved ones in their living room.

As the spot continues, the magic gets more and more amazing. One trick, for example, involves the family dacshund, and (in a scenario recalling last year's ad where a kitchen turned into a rock concert) the living room is transformed into a West End theater with grandparents and extended family watching from balconies up above. The ad is set to "Incredible,"  a new track from "Take That" singer Gary Barlow. It was directed by James Rouse of Outsider.

The spot is part of a wider campaign in which Argos will encourage people to perform their own magic tricks and compete for prizes, as well as OOH that will "magic up" the gifts people are dreaming of. 

“We know this has been a challenging year and many people are searching for certainty through cherished traditions this Christmas," said Rob Quartermain, senior campaign manager for Argos in a statement. "Whilst we discontinued our catalog earlier in the year, we couldn't let the Argos Christmas gift guide go as so many of our customers have fond memories of circling their presents in it. We know this is a tradition which children still enjoy today,and it marks the start of Christmas for so many. We wanted to celebrate the special role Argos plays at Christmas with a joyful and heart-warming story that we hope will spread some cheer, this Christmas.”


Nov 02, 2020
Client :
Agency :
Yan Elliott
Creative Team :
Matt Wood
Creative Team :
Tom Loveless
Head of Integrated Production :
Charles Crisp
Agency Producer :
Randy Roberts
Managing Director :
Gary Simmons
Senior Account Director :
Lucy Almond
Account Manager :
Lizzie Healey
Planning Partner :
Rebecca Munds
Senior Planner :
Matt Shaw
Production Company :
Director :
James Rouse
Producer :
Benji Howell
Production Manager :
Tim Steele
Director of Photography :
Antonio Paladino
Production Designer :
David Lee
Art Director :
Grant Bailey
Set Stylist :
Poppy Luard
Wardrobe Stylist :
Selina Wong
Editor :
Work Editorial
Editor :
Art Jones
Editor Assistant :
Rain Keene
Editor Assistant :
Miles Watson
Producer :
Ellie McNaughtan
Executive Producer :
Ben Tomlin
Post Production :
Colorist :
Simon Bourne
VFX Supervisor :
William Bartlett
2D Lead :
Saruta Puff Pisanwalerd
3D Lead :
Adam Smith
Flame :
Andrew Salter
EP :
Helen Hughes
Producer :
Sian Jenkins
Producer :
Alexia Paterson
Prod co-ordinator :
Emma Hughes
Sound Studio :
Engineer :
Anthony Moore
Engineer :
Jon Clarke
Producer :
Lucy Spong

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