Argos: An Evening with AbracaDaisy & The Incredible Lucy

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.