Ad of the Day: Argos - Baby

We can't say for certain, but it's serendipitous that our resident aliens should find themselves with child around the same time a new Royal is about to drop. Think of all that baby stuff Argos can advertise: Kate will be a fool to herself if she doesn't get all her neonatal goods there. Nice twist to have dad as the, er, mum, too. It adds a lovely layer of humour and empathy: mothers everywhere will have a little edge in their laughter at the thought of their other halves enduring cankles and the whims of hormonal fluctuations.

As ever, Bill Nighy does a great job, bringing warmth and the required level of humanity to our otherworldly father. A strong campaign that's just grown itself some fresh legs.