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3 November 2019

Daddy Daughter Duet

by Syd Briscoe

Argos: “The Book of Dreams” - 2 mins 46s

The Argos catalogue used to be a staple feature of Christmas throughout a British childhood - studying, circling, conspicuously leaving open at a particular page for parents to see. While the brand have moved mainly online and their catalogues are generally nothing more than glossy doorstops these days, they revive some of the magic with this sweet commercial.

A father finds his kitchen transformed into a concert hall when he happens upon his kid's request for a drum kit, as he plays along joyously to Simple Minds classic 'Don't You (Forget About Me)'. The production design is lovely, as a fridge opens to supply dry ice, cabinets transform into amps, and appliances morph into lighting rigs.

The real magic happens when the daughter appears at the top of the stairs, presumably summoned by her dad's commitment to 80s bombast. We won't spoil the details of their familial duet, but it's another strong addition to the father-daughter bonding genre and nod to the transformative power of the season.

Well, it's only November. The coming season, then.

Creative Agency: The&Partnership Ⓟ Ⓦ
ECD: Yan Elliott / Micky Tudor
Creative Director: Danny Hunt
Creative: Ludo Thomas / Arthur Harry
Account Director: Lucy Almond
Account Manager: Hannah Gray
Head of TV: Charles Crisp
Senior Producer: Andy Roberts
Agency Producer: Alfie Glover-Short
Film Production: Stink Ⓟ Ⓦ
Director: Traktor Ⓟ Ⓦ
Producer: Richard Ulfvengren
Editor: Ryan Beck Ⓦ @ Final Cut Ⓟ Ⓦ
Post Production: Philip Whalley @ MPC Ⓟ Ⓦ
VFX: Jake Nelson
Colourist: Jean-Clément Soret @ MPC Ⓟ Ⓦ
Sound Designer: Munzie Thind Ⓦ @ Grand Central Ⓟ Ⓦ
Music: Don't You (Forget About Me) - Simple Minds

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