The aim of the campaign is to broaden Argos' appeal and encourage medium-frequency shoppers to visit the store more often.
In the latest ad, Zak's terse Scottish accountant, Miss Pinch, played by Imelda Staunton, has come to check on her client's rock-star lifestyle and is appalled to see him surrounded by expensive-looking goods.
Zak's downtrodden PA, Pam, then assures Miss Pinch that although the products look expensive, they're actually fantastic value, and shows her the new Argos catalogue to prove it.
Helen Page, the head of brand marketing at Argos, said: "The campaign keeps moving from strength to strength and has established a very strong platform from which to deliver messages to our customers. "
The ad was written by Dominic Gettins and art directed by Olly Caporn.
Paul Weiland, from The Paul Weiland Film Company, directed. Media planning and buying is through MindShare.