Hyperbole seems to be the hot new tool for turning retail advertising into entertainment. And it looks as though the trend was begun by The&Partnership. In April, the agency created Operation Holiday for Argos, a film that depicts the feeling of a holiday outing for parents, if not quite the reality, rewards parents by understanding them and makes the case for Argos’ products and services.
Last week, two new wonderful examples of hyperbole in retail advertising appeared – one in the US for Walmart, the other The&Partnership’s sequel to Operation Holiday, which involved a military helicopter and a lot of real family moments, like a child having to wee and a sulky teen, School Run, which involved parachuting out the back of the family Chinook with Mum in tow, and real family moments like the uniform tussle and the forgotten school project.
https://youtu.be/VwXpHL6P0tU
The new Argos film captures the feeling of back to school morning, with which parents can identify, again rewards them by understanding them and makes the case for Argos’ back-to-school uniform ranges from Tu clothing.
Both campaigns aim to put Argos at the centre of family life.
The new ad was created by Dan Dehlavi and Hayley Hammond, and directed by Matthijas Van Heijningen through NJZ. It is running on TV, digital and social.
Yan Elliott, joint executive creative director at The&Partnership London, commented, “Even the school run feels like a military operation sometimes. With Argos you’re as good to go as humanly possible!”
Gary Kibble, marketing director at Argos, added, “The campaign is a great follow up to Operation Holiday, connecting with busy parents as they begin their mission to get the kids ready for school in September.”
Credits:
Agency: The&Partnership
Joint Executive Creative Directors: Yan Elliott & Micky Tudor
Creative Director: Laura Rogers
Creatives: Dan Dehlavi & Hayley Hammond
Chief Executive Officer: Sarah Golding
Producer: Rick Carter
Production Assistant: Hannah Greene
Business Director: Gary Simmons
Account Director: Stephanie Leonard
Account Manager: Imogen Blackburne
Head of Planning: Rebecca Munds
Planner: Claire Carmichael
Production Company: MJZ
Director: Matthijs van Heijningen
Producer: Donald Taylor
DOP: Joost van Gelder
Cape Town Facility Company: Migrate
Line Producer: Libbi Ball
1st Assistant Director: Bob Wilkins
Production Designer: Chris Bass
Art Director: Maria Labuschagne
SFX Supervisor: Kevin Bitters
Stunt Coordinator: Mo Marais
Editing: Jono Griffith @ Work Editorial
Post Production: MPC
CGI: Mike Little
VFX: Rod Norman
Producer: Phil Whalley
Sound Design: Sam Ashwell @ 750 MPH
Music Supervision: Arnold Hattingh @ We Are Theodore
