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