Argos: The Book of Dreams by The&Partnership

Argos is putting its paper catalogue front-and-centre of its Christmas campaign for the first time in a decade.

Created by The&Parntership, the result is an integrated push which plays on a joke from comedian Bill Bailey that the Argos catalogue is 'The Book of Dreams’.

The TV ad at the heart of the campaign shows a father observing his daughter has circled a drum kit in the book.

As he taps the page with his figure a fantasy scene unfolds. He starts playing the tiny drum set in his house, and is then joined by his daughter on a similar set. It ends with the pair playing the drums to a rapturous crowd.

Set to the sound of 80s classic Don’t You Forget About Me by Simple Minds, the film features several products including Cubby the Curious Bear (which is forecast to be one of this Christmas’ most popular toys for kids).