Not content with ambushing the homes of unsuspecting residents in ‘So Stylish You Can Wear It’ in the recent Argos ad
from The&Partnership, the striking individuals who strutted their way down hallways, danced across living rooms and caused chaos on manicured lawns have exploded out of the screen and onto British streets.
Argos launched its new Spring/Summer home and furniture collection with a humorous new TV spot on Wednesday 3rd April. Created with The&Partnership and shot by legendary commercial directors, Traktor, the campaign continues this week with the launch of the supporting Digital Out of Home. Targeting customers who wish to put a fashionable stamp on their homes, this channel continues the tongue in cheek promotion of the stylish homeware and furniture available at Argos.
“When planning this campaign, the insight that really stood out to us is that homewares – like fashion - enable you to express your personal style. And as many of us look for ways to make our homes more and more instagrammable, this notion is increasingly important for our customers. In a joyful parody, our campaign plays on the idea that Argos home and furniture is ‘so stylish you can wear it’, celebrating the style credentials of our new range by tapping into familiar tropes from the fashion world.” said Gary Kibble, marketing director of Sainsbury's and Argos.
Shot by rising star Dean Martindale, a London based fashion and commercial photographer who has worked with a portfolio of brands such as Chanel, BVLGARI, The Kooples, Reebok, PUMA, Breaks, Nike, Diesel, adidas and Coach, as well as capturing the likes of David Beckham, Snoop Dogg, the Hadid sisters (Bella and Gigi), Kate Moss, Adwoa Aboah and Pharrell Williams with his lens.
“We wanted our outdoor campaign to feel true to the world of high fashion, and by doing this with the ridiculousness of a man with a chair on his head we knew we’d get a smile.” said Danny Hunt, creative director, The&Partnership.
Carl Storey, creative, The&Partnership added “The trick is that our models don’t even acknowledge the items they’re wearing, giving them a genuine ‘fashion’ expression. For the backgrounds, we chose a variety of colours which would complement each hero homeware item. Each execution gives room for the fashion pieces to breathe, while subtle vignettes exaggerate and draw attention to them.”
In order to inspire customers to shop Argos’ new homeware range and show it is a fashionable and stylish homeware destination, Omnicom Media Group’s PHD have transformed the media approach. The truly 360 campaign is live across AV, DOOH and digital channels. AV will reach and engage a new younger audience via contextually relevant home content on linear TV, using sophisticated demographic and behavioural targeting techniques across VOD and accessing a highly premium environment in cinema.
Digital OOH is a core channel on the plan which will heighten Argos’ fashion credentials, using data, Omnicom Media Group’s PHD have aligned the plan to the rhythms of the audiences’ lives ensuring both the placement and content has the maximum impact. The result is an audience centric strategy, delivering desirability and appeal at scale to showcase new range.
Creative Agency: The&Partnership London
Executive Creative Director: Yan Elliott & Micky Tudor
Creative Director: Danny Hunt
Creatives: Alice Burton, Carl Storey
Producer: Hannah Greene
Chief Executive Officer: Sarah Golding
Head of Planning: Rebecca Munds
Senior Planner: Claire Carmichael
Head of Art: Marc Donaldson
Design: Tony Bull, Annie Mansergh
Retouching: Matthew Benson
Animation: Daniel Todd
Creative Producer: Tom Loxley
Executive Producer: Andy Roberts
Managing Director: Gary Simmons (Partner)
Account Director: Oliver May
Senior Account Manager: Imogen Blackburne
Account Manager: Hannah Gray
Photographer: Dean Martindale
Business Director: Jess Treasure