Argos has unveiled its new slogan and brand commitment with a major new campaign that positions the retailer as an champion and facilitator of brilliant life moments. ‘Life’s Here. Be Ready’ replaces its previous positioning of ‘You’re Good to Go’, highlighting Argos’ commitment to help their customers be ready for all of life’s moments, big or small. The sun-filled, energetic launch ad centres on a day in the park, reflecting some of the great moments that British families can enjoy with the help of Argos.  

Created by The&Partnership for Argos, and shot by Ernest Desumbila of Iconoclast, the launch TV spot shows a young girl bored in her bedroom until she spots a bumble bee; her sign that summer has started! As she runs towards it, we’re transported to a joyful park scene where people of all ages are enjoying the British sunshine. We see families and couples making the most of the day; dancing with their mates, reuniting with their family, having a kickabout, playing frisbee and of course no British summer scene would be complete without a rain shower in the middle. All the action is housed within Argos red windows, with each window highlighting moments that Argos helps customers to enjoy. 

Set to an innovative remix of Opus’ ‘Live is Life’ the advert evokes the joy and nostalgia of the great British summer in a modern and entertaining way. 

Mark Given, Sainsbury’s chief marketing officer said: “Argos is a brand that ‘gets’ Britain, and we know that sharing special moments with the people we love matters more than ever. So, Argos is here to help our customers be ready for whatever opportunities life presents them, so that they can truly make the most of those moments, and, hopefully this summer that means lots of days in the sun!”

The campaign is the first to launch the new brand commitment, and will launch with TV, OOH, social and digital. 

Yan Elliott, The&Partnership, said: “The British Summer is busy, sociable, and fun. We’ve packaged it up in a new brand identity that puts Argos, as always, in the heart of the action”