In April this year, The&Partnership created a commercial for Argos’ Spring/Summer home and furniture collection that opened with a woman wearing a lampshade on her head. That’s something, the agency figured, which people would notice. They did. Following the campaign, So Stylish You Can Wear It, more than 6 in 10 people agreed that Argos sells more stylish homewares and furniture than they previously thought, and 75% of people in the market for furniture and homewares were convinced to consider Argos (Source, Savanta 2019).
Argos has become known for homewares so stylish you could wear them, appealing to an audience of people who view their homes as a reflection of their fashion sense.
The campaign idea has been extended for Argos’ Argos Autumn/Winter home and furniture collection. This time the commercial begins with the verbal observation (of wonder) that a view might make, “There’s a woman on a horse with a chandelier…”
“We wanted to continue to celebrate our fantastic range of on-trend homewares and furniture this Autumn/Winter as it is a key time for our customers, who are spending more time indoors and looking to refresh their homes. We know that homewares and furniture provide an opportunity for our customers to express their personal style, hence we
continue our campaign idea that Argos home and furniture is so stylish you can wear it.” stated Dan Elton, head of marketing communications, Sainsburys Argos.
The film combines the style appeal of the English countryside in Autumn with the attention-grabbing device – models assume the roles of woodland nymphs, dressed in Argos’s stylish homeware and furniture.
Danny Hunt, creative director at The&Partnership London, commented, “It’s always nice when a campaign is both liked and successful. After the fame of SS19, we re-approached the same narrative but this time we pushed the fashion element even further; taking our ridiculous catwalk of brave models into the woods and incorporating larger pieces of Argos homeware into our designs. It was a feat, but the results are stunning… that’s fashion baby!”
The film was shot by DOP, Jamie Ramsay, and directed by Traktor, at Burnham Beeches in Buckinghamshire. Costume designer, Verity Hawkes, was used again, this time given a greater challenge – bigger and bulkier pieces of furniture, such as sofas, chairs and cabinets were incorporated within the costumes.
“Even though this is a continuation of the previous campaign, this one feels like the next step up, both in fashion, tone and humour. A little warmer, a little cheekier, yet still seriously stylish” noted Traktor. “Some people might say that TWO animals in one ad is too much, but in this case we certainly needed the white horse – and we simply couldn’t resist Bob, the talking Owl; he’ll stare you down, but he is a nice bird.”
The campaign is running in TV and VOD, plus digital OOH.
Agency: The&Partnership London
Executive Creative Directors: Yan Elliott & Micky Tudor
Creative Director: Danny Hunt
Creatives: Alice Burton & Carl Storey
Creative Production Coordinator: Ellen Green
Head of Planning: Rebecca Munds
Senior Planner: Claire Carmichael
Head of Integrated Production: Charles Crisp
Senior Integrated Producer: Anthony Borkett
Chief Executive Officer: Sarah Golding
Managing Director: Gary Simmons
Account Director: Oliver May
Senior Account Manager: Imogen Blackburne
Account Manager: Joanna McClatchey
Media agency: PHD
Production Company: Stink Films
Director: Traktor Producer: Mikey Levelle
DOP: Jamie D Ramsay
Production designer: Ben Ansell
Choreographer: Natricia Bernard
Make-up: Dorrita Nissen
Costume Designer: Verity Hawkes
Props & Product Maker: Sean Harland
Offline Editor: Ed Cheesman
VFX & Post Production: MPC
Sound Production : GCRS
Sound Engineer: Munzie Thind
Music: Fashion is my Kryptonite (Be Norway version)