The school run is a military-style operation in this fun Argos spot

Matthijs van Heijningen directs back-to-school ad set in a helicopter

Published On
Jul 23, 2018

Editor's Pick

It seems as if the back-to-school ads are starting almost as early in the U.K. as in the U.S.; most U.K. state schools finished last Friday, but brands including Argos are already reminding frazzled British parents how stressful the school run can be.

A back-to-school spot by The&Partnership imagines the everyday school routine as a military-style operation (which let's face it, it sometimes is) as a family leap in turn out of a Chinook helicopter clutching bags, musical instruments and the rest (even the mom has to take the plunge too with one child's forgotten volcano model). At last they have the correct school uniform, bought at Argos.

It's a fun idea, and is directed in lively fashion by MJZ's Matthijs van Heijningen (who was responsible for another kind of lift-off, Samsung's Ostrich, last year).


Jul 23, 2018
Voice Over :
Jill Halfpenny
Music Supervisor :
Arnold Hattingh
Music Supervision :
We Are Theodore
Sound Engineer :
Sam Ashwell
Sound Design :
750 MPH
Producer :
Phil Whalley
Rod Norman
Mike Little
Post Production :
Editor :
Jono Griffith
Editing :
Work Editorial
Stunt Coordinator :
Mo Marais
SFX Supervisor :
Kevin Bitters
Art Director :
Maria Labuschagne
Production Designer :
Chris Bass
1st AD :
Bob Wilkins
Line Producer :
Libbi Ball
Cape Town Facility Company :
Director of Photography :
Joost Van Gelder
Producer :
Donald Taylor
Director :
Matthijs van Heijningen
Production :
Planner :
Claire Carmichael
Head of Planning :
Rebecca Munds
Account Manager :
Imogen Blackburne
Account Director :
Stephanie Leonard
Business Director :
Gary Simmons
Production Assistant :
Hannah Greene
Producer :
Rick Carter
Creative :
Hayley Hammond
Creative :
Dan Dehlavi
Creative Director :
Laura Rogers
Joint ECD :
Micky Tudor
Joint ECD :
Yan Elliott
Sarah Golding
Agency :
Brand :

Need a credit fix? Contact the Creativity Editors

Project Type