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7 September 2020

Family Feuding

by Syd Briscoe

Argos: “Movie Night” - 30s

At a certain point, one begins to wonder, do racists and homophobes ever take a bloody day off? Apparently not. While the world burns around their ears and a plague continues to decimate humankind, some people think the most pressing threat to their existence is an Argos commercial.

After years of campaigns featuring straight, white British families, the retailer's latest ad stars a Black family with same-sex parents. Naturally, this has caused an uproar among people who are quite capable of identifying with aliens, but not humans with a different skin colour.

The ad itself is a sweet look at livening up home entertainment while the Covid-19 pandemic drags on, as the mums set up a drive-in cinema in their back garden. It's deeply depressing that such a charming scene is enough to inspire mouth-frothing hatred from a vocal few, but the fact major brands persevere with showing diverse families is a win regardless.

Creative Agency: The&Partnership Ⓟ Ⓦ
ECD: Yan Elliott / Micky Tudor
Creative: Brodie King ♀ / Owen Jenkins
Senior Planner: Rebecca Munds
Planner: Matt Shaw
Cinematographer: Snorre Ruhe
Post Production: Philip Whalley @ MPC Ⓟ Ⓦ
VFX: Kamen Markov @ MPC Ⓟ Ⓦ
Colourist: Matthieu Toullet @ MPC Ⓟ Ⓦ
Sound Designer: Nick Olsouzidis @ Big Kahuna
Audio Producer: Glen Percival @ Big Kahuna
Music Supervisor: Arnold Hattingh @ theodore Ⓟ Ⓦ

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