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

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).