Argos kicks off the Christmas adverts with touching father daughter tale

Campaign to debut on television tonight

It might only be the 1st November but the first Christmas advert is already here.

Argos has kicked off the annual Christmas advert competition with the launch of its 2019 campaign.

This year, the retailer’s offering replaces 2018’s mischievous imp with a heartfelt story that celebrates Argos’ catalogue.

For 2019, the Argos catalogue plays a starring role in the festive campaign, which celebrates the long-standing tradition of circling your most-wanted gifts.

Titled The Book of Dreams, the 3-minute clip begins in a kitchen, where a father notices that his daughter has circled a drum kit in the Argos catalogue.

He taps the page with his finger and the kitchen table splits open to reveal the drum kit right there in front of him before the kitchen transforms into his own private gig with Simple Minds’ 1980s classic "Don’t You Forget About Me" playing on the TV and he drums along.

The father is soon joined by his daughter, who has been woken by the noise, and suddenly the kitchen is transformed into the gig of a lifetime, with crowds of people chanting along.

The advert also features Cubby the Curious Bear – which Argos predicts will be one of the most popular toys this year – leaping off the stage and crowd surfing.

The advert makes its television debut on Friday 1 November during ITV’s Coronation Street and Channel 4’s Gogglebox.

Dan Elton, head of marketing communications at Argos, said: “This year we wanted to celebrate a festive tradition that families up and down the country all know and love.

"The nostalgia of circling your dream gift in the Argos catalogue never goes away and it’s still going strong in today’s tech-obsessed world."

The advert is the first festive offering from a retailer to air on TV (Argos)

Yan Elliott, executive creative director at The&Partnership who created the advert, added: “The year is one big drum roll to Christmas. Here, Argos have delivered the crescendo.

"We hope that families, up and down the UK, will not only love the campaign, but will be inspired to revisit this Christmas tradition.”

The advert celebrates Argos' iconic catalogue (Argos)

For all the latest news on the 2019 Christmas adverts, click here.