Argos dances into Christmas

The upbeat festive spot from The&Partnership features toys Connie and Trevor

Nicola Kemp

Editorial Director Creativebrief


Exhale. The Christmas season is upon us and with it comes uncomplicated joy. Argos is early out of the blocks with a new campaign from The&Partnership featuring toys Connie and Trevor who have returned for a product focused upbeat campaign.

The spot, which highlights the retailer's wide range of brands and festive gifts, centres on an upbeat dance. The disco classic Le Freak by Chic is the backdrop to an unashamedly upbeat campaign, designed to get consumers into the festive party mood.

The hero film shows Connie dancing across a table on Christmas Eve as she struggles to contain her excitement. The dance is directed by toy sidekick Trevor, who shouts ‘Lights, camera, coffee machine’. Connie takes the floor against the backdrop of steam from a box-fresh coffee machine.

Connie’s dance takes her past a range of Argos’ festive products. These include a Sonos speaker and Habitat Gold cocktail.

As she comes to the big finale, viewers realise that Trevor has been filming all this on a phone, or at least he was supposed to, much to the dismay of Connie who has just finished her performance with a wind-swept aplomb, courtesy of a stylish Shark hairdryer.

The film ends as Connie cartwheels across the festive table asking; ‘please tell me you got that, Trev?’ Before it’s revealed that Trevor has in fact been recording himself the entire.

The campaign, a modern twist on the classic ‘toys come to life’ narrative, builds on Argos’s brand platform ‘There’s More To Argos’, which launched earlier this year.

The strategy aims to showcase the vast array of most-wanted products on offer from the retailer, from toys, home and beauty, to cutting- edge tech, positioning Argos as a destination for quality and style, as well as great value in the midst of the ongoing economic headwinds.

Created by The&Partnership, the film was directed by Traktor and animated by Untold, with the characters voiced by People Just Do Nothing’s Ruth Bratt and This Country’s Charlie Cooper.

Laura Boothby, Head of Campaigns at Argos, said: “There was no better way to show off what you can find at Argos this Christmas than bringing back our loveable and family-friendly characters Connie and Trevor. In a festive-themed adventure, the dynamic duo spotlight just a few of the incredible products our customers can buy this Christmas, and bring them to life in a witty and playful way – igniting the Christmas joy our customers can find at Argos.”

Matt Moreland and Chris Clarke, Creative Directors at The&Partnership, added: “We wanted to pull out all the stops for the latest Argos instalment. It is Christmas after all. So we teamed Connie up with some stylish merch, a world class choreographer, and a remix of one of the best disco tracks of all time. Surely nothing could go wrong?”

The 30 second TV spot launches on Wednesday 1st November. The campaign will be live across, TV, broadcast video on demand, outdoor poster sites, press, social, online, radio and PR in the UK. There will be stand-alone short-form films created specifically for TV and broadcast video on demand. While social activity includes a suite of TikTok films.

Related Tags


Agencies Featured