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Argos Gets You Good to Go for Summer with Campaign from The&Partnership

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Iconoclast's Ernest Desumbila directs feel-good spot welcoming the British summer

Argos Gets You Good to Go for Summer with Campaign from The&Partnership

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” 

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Credits

Client: Argos

Chief Marketing Officer: Mark Given

Director of Brand Brand Communications & Creative: Radha Davies

Senior Campaign Manager: Rob Quartermain

Campaign Manager: Emma Young

Campaign Executive: Lucy Dixon

Agency: The & Partnership

Joint ECDs: Yan Elliott & Micky Tudor

Planning Partner: Rebecca Munds

Senior Planner: Matt Shaw

Managing Director: Gary Simmons

Business Director: Lucy Almond

Account Manager: Freya Schofield

Head of Integrated Production: Charles Crisp

Senior TV Producer: Rick Carter

Production Company: Iconoclast

Director: Ernest Desumbila

Producer:  Emma Butterworth

Executive Producer: Guy Rolfe

Production Manager: Elliot Ruby

Director of Photography: Harry Wheeler

1 st AD: Chris Kelly

Production Designer: Simon Bowels

Stylist: Isabel Quadros

Facility Company: 24/7

Managing Partner / EP: Gordon Mackinnon

Facility Company Producer: Filipa Jesus

Production Manager: Richard Costa

Production Coordinator: Isabel Camacho

Talent Coordinator: Marta Mantalv

Stylist: Isabel Quadros

Edit House: Sauvage.tv

Editor: Joao Teixeira

VFX Post-Production: Sauvage.tv

VFX Supervisor: Carlos Navarro

Colourist/Grading: Biel Geli

Post Producer: Yukio Montilla

Post Producer Coordinator: Marta Silva

Audio Post-Production: String and Tins

Sound Engineer: Jim Stewart

Producer: Laura-Leigh Smith 

Music Composition: Auburn Jam @ String and Tins

Title: ‘Summer’s Here, Be Ready’

Music Supervision: We Are Theodore

Music Supervisor: Arnold Hattingh

Music Title: ‘Live is Life’

Artist: Opus

Rights Owners: BUDDE Music

Genres: People

Categories: Retail and Restaurants , Retail Stores

The&Partnership, Fri, 25 Jun 2021 08:12:00 GMT