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A complete departure from previous brand activity, the exciting new multi-million-pound campaign ‘GET SET GO ARGOS’ brings to life the retailer’s unique offering and its ongoing drive to become a digital retail leader for everyone. It will be a catalyst for customers, existing and new, to think and feel differently about Argos, as the largest multi-channel retailer in the UK continues to transform to become a digital leader¹.

Created by CHI&Partners and with media planning and buying from Mindshare, the campaign breaks with an action-packed 60-second spot, ‘Brilliant’, during prime-time viewing across all three main commercial channels, unleashing a completely new Argos to surprise and delight audiences. Break-dancers, skateboarders, BMX-ers, confetti and a palpable sense of energy shine a new spotlight on the retailer.

The advertisement kicks into life with the exhilarating track How You Like Me Now? by The Heavy, amplifying the action which ensues. A white backdrop or ‘third space’ is brought alive by bursts of colour, energy and dynamism. Argos products are placed front and centre, highlighting the brands customers might not expect to find there, such as Beats, Dyson, Dualit and Habitat.

Setting the scene for what shoppers can expect from Argos, further adverts over the coming weeks will include a dedicated Christmas themed advert. They will reflect the new initiatives customers are set to experience both in-store and online - such as Fast Track collection and free reservation online - and the great brands and promotional offers they can find which reinforce Argos’ appeal to everyone.

The TV campaign is part of Argos’ biggest-ever multi-channel creative execution spanning out-of-home, digital, social, radio, press, PR, in-store and re-branded lorries. For the first time ever, Argos will be launching brand cinema adverts and premium placements in large format out-of-home posters to reach wider customer groups. The new brand identity will extend inside Argos stores, with updated point-of-sale, new uniforms and redesigned carrier bags. Argos’ websites and apps will also be updated with the new look.