LONDON — In another charming spot for leading online and high street retailer Argos, The&Partnership London will today release ‘Royal Visit’. The ad dramatises how Argos saves the day during even the most stressful family visits and showcases Argos’s extensive furniture and homeware offering, whilst also driving awareness of its stores inside Sainsbury’s supermarkets.
The campaign is the latest installment of Argos’s brand positioning, ‘You’re Good to Go’. Conceived by agency The&Partnership London, ‘You’re Good to Go’ has connected with consumers all around the country. Since the launch of the first campaign, ‘Operation Holiday’ in April 2018, ‘You’re Good to Go’ has increased perceptions of Argos understanding customer needs to 78% – an all-time high for Argos, whilst delivering exceptional branding, with attribution peaking at 93% (source: MorarHPI, Argos Ad Tracking).
Watch the ad here:
In ‘Royal Visit’ we see a family preparing for a VIP visit, dad frantically hoovering up messy Lego and checking the table is set perfectly, until disaster strikes – one of the Habitat champagne flutes is cracked. In tandem we see an impressive looking carriage making its way down the street through cheering crowds, as someone very important makes their way to the house.
Luckily for them, as mum is out getting last-minute provisions at Sainsbury’s, she can pop over to the Argos store inside and pick up new Habitat flutes. Dad meanwhile plumps up pillows and hides kids’ doodles on the wall with a well-positioned Argos Home lamp, until they’re all set for the most VIP of welcomes for their important guests – who turn out to be none other than granny and grandad.
All the campaigns created so far under the ‘You’re Good to Go’ positioning have been based on insights into family life, demonstrating how Argos is the perfect partner to help families tackle anything that life throws at them. The third installment of ‘You’re Good to Go’ is based around the insight that having grandparents visit is like having the Queen come for tea.
The royal connotations continue with the carriage, parade outfits and horses – all used variously in popular TV shows ‘The Crown’ and ‘Victoria’, which are about the British monarchy in various eras.
The campaign will launch with a 30” ad, with 10” brand response ads launching in October. It will run across television, video on demand and social across the UK.
Nicki Brown, Advertising Controller at Argos, said: “At Argos, we understand that convenience is key for fast-paced, modern families. Our homeware and furniture ranges have stylish pieces fit for the everyday to the most special of visits, and customers can be ready for both thanks to our nationwide store network, which now includes 250 Argos stores inside Sainsbury’s supermarkets.”
Yan Elliott, Joint Executive Creative Director at The&Partnership London, said: “Having granny and grandad around really is like having the royals over. Everything has to be perfect, but what family home ever is? At least with Argos on side, we have a good chance of impressing them!”
CREDITS
Brand: Argos
Client Name & Job title: Nicki Brown, Argos Campaign & Customer Value Management
Agency: The & Partnership London
ECD: Yan Elliott & Micky Tudor
CD: Laura Rogers
Creatives : Hayley Hammond & Dan Dehlavi
Planner: Rebecca Munds / Claire Carmichael
Head of TV: Charles Crisp
Producer: Emily Hendrey
Managing Director: Gary Simmons
Account Director: Stephanie Leonard
Account Manager: Cat Lynch
Production Company: Minds Eye
Director: Brad Lubin
Executive Producer: Hughie Phillips
Producer: Jason Lovelock
DOP: John de Borman
Editing: John Smith @ Whitehouse
Post-Production: Time Based Arts
Producer: Jo Gutteridge
Visual FX: Matt Shires, Jamie Crofts and Ralph Briscoe
Colourist: Jack McGinity
Audio: String & Tins
Music Company: String & Tins
Composer: Tom Player
Voiceover : Jill Halfpenny
Media Agency: PHD
