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2 November 2020

Tricks and treats.

by Syd Briscoe


Argos: “AbracaDaisy & The Incredible Lucy” - 2 mins 05s

Not even Covid-19 can stifle Argos's festive spirit, as the retailer kicks off the Christmas advertising stampede on November 1st - after all, parents will need plenty of time to let their kids peruse the now-lesser-spotted 'Book of Dreams'.

Director James Rouse handles the spectacle well, as a pair of siblings decide practical magic la John Lewis is the ideal way to bring some celebratory zest to the season. The two are soon transformed into glitzy stage performers, dazzling their family with sleight of hand, switcheroos, and even a daring dismemberment of the family dog.

With Gary Barlow's show tune-esque 'Incredible' providing an upbeat soundtrack to the living room-theatre transformation, this is a stylish way to suggest customers can enjoy a magical experience at home this Christmas. It's fortunate that magic tricks work over Zoom for relatives without box seats, too.


Creative Agency: The&Partnership Ⓟ Ⓦ
ECD: Yan Elliott
Creative: Matt Wood / Tom Loveless
Managing Director: Gary Simmons
Senior Acc Handler: Lucy Almond
Account Manager: Lizzie Healey
Senior Planner: Matt Shaw
Agency Producer: Andy Roberts
Film Production: Outsider Ⓟ Ⓦ
Director: James Rouse Ⓟ Ⓦ
Producer: Benji Howell
Production M'ger: Tim Steele
Executive Producer: Ben Tomlin
Cinematographer: Antonio Paladino
Production Designer: David Lee
Art Department: Grant Bailey
Editor: Art Jones Ⓦ @ Work Ⓟ Ⓦ
Offline Producer: Ellie McNaughtan ♀ Ⓟ Ⓦ
Post Production: Framestore Ⓟ Ⓦ
VFX Shoot S'visor: William Bartlett
Colourist: Simon Bourne
Sound Designer: Anthony Moore / Jon Clarke @ Factory Ⓟ Ⓦ
Music: Gary Barlow - Incredible

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