Euro RSCG focuses on Argos' service

Argos' commitment to customer service is highlighted in Euro RSCG Wnek Gosper's latest TV ad starring Richard E Grant and Julia Sawahala.

The 30-second television spot features Quick Pay kiosks, which the retailer is installing to cut down the time customers spend queuing in its stores, and aims to educate consumers about Argos' pledge to deliver convenience, choice and value.

It will run from 3 October for three weeks - on national terrestrial and satellite channels for maximum impact.

The ad, planned and bought by MindShare, shows the rock star Zak being ferried around in his limousine with his long-suffering personal assistant, Pam.

He suddenly declares his need for a guitar, whereupon Pam stops the car, leaps out into the nearest Argos and uses the Quick Pay kiosk to pay for the instrument.

Zak starts strumming and singing tunelessly, complains that Pam is cramping his style, and boots her out of the limo.

Euro RSCG's managing director, Adam Leigh, said: "Argos has had a thorough review of the speed of service in its stores, and has come up with some great ideas on how to make this even faster. The ad uses Zak and Pam to dramatise the benefits of just one of these."

Argos' head of brand communication, Helen Page, said: "It's important for us to tell customers and potential customers alike about these improvements."

The campaign was written by Dom Gettins and art directed by Olly Caporn.

It was directed by Paul Weiland through The Paul Weiland Film Company.

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