The £1.5 million Easter initiative will run for two weeks in April on national, terrestrial and satellite TV. It com-prises a 30-second main ad, supported by four ten-second slots promoting one-third off beds, bedroom furniture and sofas and a reduced price Panasonic TV.
The campaign follows the relationship between "rock legend" Zak and his PA Pam, a loyal shopper who secretly uses Argos to sort out her employer's demanding lifestyle.
The 30-second spot introduces Zak's daughter, Malibu Banjo, who is visiting for Easter. While Zak wonders what he will do to entertain his child, Pam romanticises about all the amazing things she can buy from the Argos Easter brochure to enhance Malibu's stay.
A series of images flash of the three of them playing badminton, camping out, washing the car and playing on the swings. When Mailbu's limo arrives we are brought back to reality as the daughter turns out to be a precocious and spoilt little madam.
The ad was written by Dom Gettins and art directed by Olly Caporn. It was directed by Paul Weiland through The Paul Weiland Film Company. Media planning and buying is through MindShare.
Tom Hoddell, a board account director at Euro RSCG, said: "It is essential to keep the advertising fresh so that these strong deals are communicated loud and clear. The introduction of new characters alongside Zak and Pam does exactly this."