What if you could keep people interested by NOT hammering the same commercial into their head time after time? It’s an interesting idea that not enough agencies have explored. CHI&Partners has gone one step better. Its 80 different ads in 80 days are integral to the campaign’s promise.

From Friday April 7, Argos is running a spring/summer campaign made up of 80 unique, 10-second spots. A new, date-stamped advert will launch every day for 80 days across 10 consecutive weeks. The idea is that customers can seize today, every day, getting what they want (according to the event of the day…or perhaps even the weather) when they want it, using Argos’ Fast Track delivery with its four same-day delivery time slots, including evenings, seven days a week.

Of course, the Argos Furbies will feature again…

The campaign aligns products with real-world events and dates in the nation’s calendar, from the London Marathon to Wimbledon, as well as responding to the Great British weather.

It took 17 days to shoot the 80 Days of Argos spots, a making of film and additional montage film.

The 80 day campaign will spotlight the top products shoppers can order and receive on the same day with Argos – the new Nintendo Switch, Beats headphones, Sony TVs, Dyson fans and outdoor goods such as bikes, paddling pools and barbecues.

Dan Elton, brand, strategy and marketing planning director at Argos, commented, “This campaign celebrates everything that makes Argos great – the market-leading same-day delivery which sets us apart from competitors, the playful tone to surprise and delight customers, and focus on the vast range of fantastic brands and products we offer.

“We hope the campaign inspires customers everywhere to seize the day and make the most of the Spring and Summer, whether that’s getting a paddling pool for the kids to enjoy a sunny day, a new TV to watch the Champions League final or a tent for Glastonbury.”

The campaign is running on TV, VOD and digital, social media and in-store screens. For Mindshare, it’s a TV media first – 80 unique pieces of copy within one campaign all running with a different date called out.

It will be supported by a responsive digital engagement campaign from AllTogetherNow – including an influencer marketing campaign in which social media stars set their fans a series of same-day challenges, which can only be achieved using Argos Fast Track.

Yan Elliott, joint executive creative director at CHI&Partners, noted, “Argos has something worth shouting about – order something by 6pm and you still get it that day – that’s pretty amazing. So we made a pretty amazing amount of ads to celebrate it. Each one runs for a day – each features a different product. This campaign features everything you might possibly want over the Spring and Summer inspiring you to Get it today.”

Credits

Brand: Argos

Clients: Dan Elton, Nicki Brown & Becky Desert

Agency: CHI&Partners

Executive Creative Director: Yan Elliott

Creative Director: Laura Rogers

Creatives: Liz Oakley, Duncan Brooks

Planner: Rebecca Munds, Rob Sandford

Producer: Rick Carter

Production Assistant: Alfie Glover-Short

Business Partner: Gary Simmons

Account Director: Stephanie Leonard

Account Manager: Ciara Burke

Production Company: Friend London

Director: Tim Main and Joe Dixon

Production Company Producer: Richard Fenton

Director of Photography: Denzil Armour Brown

Production Designer: Mark Connell

Production Manager: Duncan Bernard

Facility Production Company: Nordic Productions

Facility Producer: Greta Kleinė

Editing: Cut and Run

Editor: Sam Jones

Post-Production: Big Buoy

Flame Artist: Jim Allen

Post Producer: Barny Wright

Sound Studio: Jungle Studios
Sound Design: Jim Griffin 
Sound Design Assistant: Nathan Kiff

Voiceover: Miquita Oliver

Media Agency: Mindshare

Media Planners: Mark Baschnonga & Jenny Dolan

Social & Content Agency: AllTogetherNow

Managing Director: Steve Parker

Associate Director: Jason Andrews