Argos Christmas advert celebrates the magic of Christmas with a festive family show

Magic takes centre stage in the retailer’s highly anticipated 2020 Christmas advertising campaign, launching tonight to millions of viewers across the UK in what is expected to be one of the first Christmas commercials from a major British retailer this year.

It is the wonderous world of magic that plays a starring role in the festive campaign, which celebrates the joy of going back to basics and classic Christmas traditions. Featuring a festive themed performance from children in front of their proud parents, the sense of togetherness, love and support shines throughout the ad, and is the perfect tonic at the end of a very different year.

The heart-warming story shows two sisters, Lucy and Daisy, circling a magic trick set in the Argos Christmas gift guide – or “Book of Dreams” – which then sees the children transform into mini magicians as they begin to perform for their parents. The performance includes a festively adorned dachshund and sees the audience pause for breath before the girls complete their trick, to everyone’s delight.

Gary Barlow’s brand new single Incredible plays throughout the ad, bringing even more warmth to its story. The catchy big band themed tune only takes a minute before you are singing along, ensuring the public will never forget this ad.

As the magic act reaches its crescendo, the intimate living room setting is transformed into a grand theatre where an enthralled audience clap and cheer with joy as the girls receive a standing ovation, before panning to an elaborate chandelier as a suitably sparkling outro, as the “Book of Dreams” appears once more.    

Rob Quartermain, Senior Campaign Manager for Argos, said: “This Christmas families are looking for escapism after what has been a challenging year for so many. Our magic show highlights how a simple gift can make a special memory. As the tricks get bigger, Lucy and Daisy dream bigger and, as if by magic, we see more of their family enjoy the show with them.

“Argos is one of the UK’s biggest online retailers but the magical feeling of circling present ideas in the Christmas Gift Guide is something our customers love and sets us apart from everyone else. Whether you’re looking for inspiration on your mobile, tablet or in our “Book of Dreams”, Argos is the place that provides much needed Christmas magic.”

Yan Elliott, Executive Creative Director, The&Partnership, said: This year, we felt more than ever we are all going to need a little bit of magic to lift our spirits and transform this Christmas into something spectacular”.

The advert airs on Sunday 1 November during Family Fortunes on ITV at 8pm. It was created by The&Partnership London and shot by James Rouse at Outsider.