The campaign, "80 days of Argos", was created by CHI & Partners and is, according to brand, strategy and marketing planning director Dan Elton, the first campaign of its kind in the world.
It was created by Liz Oakley and Duncan Brooks for CHI & Partners, and directed by Tim Main and Joe Dixon for friend London. The media agency is Mindshare and the media was planned by Mark Baschnonga and Jenny Dolan.
Each ad will feature a single product or set of products and carry the message that it can be ordered and delivered on that very day, with the message driven home through the use of a date stamp.
All 80 spots have already been filmed, with the bulk now in post-production. Some of them have been planned to run on particular days, to tie into predetermined events such as Easter, the British Grand Prix, Wimbledon, and the "Star Wars day" of popular culture – May the fourth – when that day’s ad will feature merchandise from the sci-fi franchise.
Other instalments will respond to factors such as the weather, meaning the schedule is not fully finalised. The menu of 80 ads in 100 days also means that some, such as those linked to hot weather, can be repeated.
As well as promoting same-day delivery, which allows shoppers to place an order up to 6pm and have it delivered by 10pm the same evening, the campaign aims to sell Argos as an exciting choice across a range of categories – for many of which Argos is either the market leader or number two.
Elton said that while consideration for Argos is high in most of its categories, consumers did not always see it as an inspiring choice – something the playful and visually creative ads aims to tackle.
The campaign will run across TV, VOD and digital, social media and in-store screens. Argos confirmed that its advertising on YouTube remains suspended, but that is was confident Google would be introducing suitable safeguards for advertisers during the course of the campaign.
Elton said: "This campaign celebrates everything that makes Argos great – the market-leading same-day delivery which sets us apart from competitors, the playful tone to surprise and delight customers, and focus on the vast range of fantastic brands and products we offer."