Argos "An evening with AbracaDaisy and The Incredible Lucy" by The & Partnership

Argos again taps into nostalgia in a Christmas campaign inspired by its popular catalogue, dubbed "the book of dreams".

The ad continues the same theme from last year’s festive campaign, in which a dad flipping through the Argos catalogue sees a drum kit and magically conjures up an epic rock concert with his daughter. This time, two sisters browsing the catalogue spot a box of magic tricks. After eagerly circling the gift, they are transported to Christmas evening, when they show off their new talents to their family. While the show starts with a classic cup and balls trick, the performance grows more extraordinary as the girls’ imagination takes over – turning their living room into a West End theatre and even conjuring their extended family to join the celebrations. 

The work was created by Matt Wood and Tom Loveless, and directed by James Rouse through Outsider. 


Creative team
Head of integrated production
Agency producer
Managing director
Senior account director
Account manager
Planning partner
Senior planner
Production company
Production manager
Director of photography
Production designer
Art director
Set stylist
Wardrobe stylist
Editor assistants
Executive producer
Post production
VFX supervisor
3D lead
Prod co-ordinator
Sound studio