CHI&Partners and Argos Are Way Ahead of You on Christmas Shopping

By Patrick Coffee 

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