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.”