Chairs as hats, deck seatinng as jackets and a dress made from sofa cushions; U.K. retailer Argos turns home furnishings into high fashion in a fun new spot that explains how its furniture is "so stylish you can wear it."
The ad, created by agency The&Partnership, kicks off with a startled man telling his partner "there's a woman in our lounge with a lamp on her head." Their home then turns into a madcap choreographed catwalk, as models strut through its different rooms wearing chairs, cushions, duvets, pillows and even dinner plates to the track "Fashion is My Kryptonite."
The spot was directed by Traktor via Stink. Danny Hunt, creative director at The&Partnership, says in a statement: “Once we had sign-off from the client it was about bringing in a director who could envisage how good this could look, whilst having the subtlety to walk the comedy line. Traktor are known for their great pastiches and ability to combine excellent humor with sophisticated art direction."
To make the couture, Stink Films brought in costume designer Verity Hawkes, who has worked on films such as "Snatch," "Revolver" and "About Time, as well as commercials for Sony, New Balance, HSBC and Guinness.
As well as running on TV, the 60-second spot will play out online and on digital out of home channels.