One of the few facts we can establish regarding this new CHI&Partners spot for retailer Argos is that it is definitely NOT set in Hollis, Queens.
The latest ad in the biggest-ever “Get Set Go Argos” campaign is a take on the classic advent calendar: instead of quarters, this one is filled with all the great products you might find in the aisles of Argos (it’s a UK thing we wouldn’t understand).
In case you missed it, the press release tells us that it “sends an upbeat message of festive cheer to Argos customers” and that “the tree- shaped calendar is topped by a child hip-hop dancing – a contemporary twist on the traditional Christmas Fairy.” Didn’t really get that…
The ad, which will air tomorrow on The X Factor, the MTV EMA Awards and several other programmes that we can’t stream live in Brooklyn, follows two others in the series — which we’ve embedded with credits below.
First, “Get Set for Instant Pickup” is something of a zero-gravity parkour demonstration:
And the opening spot, which earned more than a million YouTube views over the past three weeks, combines dancing, bike stunts, and what we might call “seamless” product placement:
Brand: Argos
Agency: CHI&Partners
Executive Creative Director: Jonathan Burley
Creative Director: Jim Bolton
Creatives: Alexei Berwitz, Rob Webster
Executive Producer: David Jones
Producer: Emma Hovell
Business Director: Gary Simmons
Account Director: Charmaine Murray
Production Company: Friend London
Director: Geremy and Georgie
Exec Producer: Luke Jacobs
Producer: Sonya Sier
Production Manager: Rebecca Mason, Amanda Tuckwell
Director of Photography: Simon Chaudoir
Production Designer: Mark Connell
Choreographer: Nina McNeely
Editing: Stitch
Editor: Max Windows
Post Production: The Moving Picture Company
Post Production Producer: Phil Whalley
VFX supervisors: Hugo Saunders, Bruno Fukomothi
Audio: Sam Ashwell @ 750mph
Music Company: Platinum Rye