Client: Argos
Date: Nov 2020
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Despite scrapping its paper catalogue in June after 47-years, Argos has brought out the second chapter in its ‘Book of Dreams’ campaign, which once again taps into the nostalgia that people feel for flicking through the pages of its Christmas gift guide.

Also created by The&Partnership, last year saw Argos drop its playful 'Christmas fool' character, in favour of a more family-orientated spot which it hoped would stir emotion. It played on a joke from comedian Bill Bailey that the Argos catalogue is ‘The Book of Dreams’.

And while the original ‘Book of Dreams’ is currently out of print, Argos has brought out a Christmas gift guide to replace it. In the spot, two girls spot a box of magic tricks on the pages of the guide, which transports them off to the furthest reaches of the imagination, to a world where they have their own extraordinary magic show.

While last year's ad was set to the sound of 80's classic Don’t You Forget About Me by Simple Minds, this year it went contemporary, featuring Gary Barlow’s Incredible – which is released today (1 November) as part of his latest album Music Played by Humans.


Agency: The & Partners London

ECD: Yan Elliot

Creative team: Matt Wood & Tom Loveless Head of Integrated Production: Charles Crisp Agency Producer: Andy Roberts

Managing Director: Gary Simmons

Senior Account Director: Lucy Almond Account Manager: Lizzie Healey

Planning Partner: Rebecca Munds

Senior Planner: Matt Shaw

Production Company: Outsider

Director: James Rouse

Producer: Benji Howell

Production Manager: Tim Steele

Director of Photography: Antonio Paladino Production Designer: David Lee

Art Director Grant Bailey

Set Stylist: Poppy Luard Wardrobe Stylist: Selina Wong

Editors: Work Editorial

Editor: Art Jones

Editor Assistant: Rain Keene Editor Assistant: Miles Watson Producer: Ellie McNaughtan Executive Producer: Ben Tomlin

Post Production: Framestore Colourist: Simon Bourne

VFX Supervisor: William Bartlett

2D lead: Saruta Puff Pisanwalerd 3D lead: Adam Smith

Flame: Andrew Salter

EP: Helen Hughes

Producer: Sian Jenkins

Producer: Alexia Paterson

Prod co-ordinator: Emma Hughes

Sound Studio: Factory Engineer: Anthony Moore Engineer: Jon Clarke Producer: Lucy Spong