The high street retailer Argos is to be the first to broadcast its festive 2018 Christmas advert but some parents may wish their children to look away when it comes on. The 90 second advert airs tonight from 9pm on both ITV and Channel 4.
Click to watch an early preview of the ad at the end of this article and share your thoughts below.
It’s the most wonderful time of the year
There’s only the odd Scrooge out there who doesn’t love the build up to Christmas. TV advertisements from big name retailers have added to the joys of the festive season along with present wrapping, decorations and celebratory songs.
And big time retailers like Asda, M&S, Lidl and Argos cannot be accused of scrimping on the costs of their promotion with festive ads costing anywhere between £2 – 8 million to produce.
Argos takes on rival John Lewis after last year’s effort failed to hit the mark
Out of the major players, John Lewis Christmas commercials are the most loved of ads known for their creativity and generating a warm festive feeling.
The high street retailer is known for spending huge sums on their Xmas marketing with head of marketing manager Rachel Swift claiming that:
“Our TV campaigns at Christmas are our most profitable ROI, which demonstrates that when you invest in creativity and in creating memorable brand building campaigns you not only create short term commercial success, you build the brand over the long term.”
However, John Lewis was criticised last year for getting their Xmas TV commercial wrong which in turn was damaging for the brand.
This maybe to the gain of the other big contenders including Argos’ who is off to a head start tonight by being one of the first to get their festive ad out there.
2017 John Lewis was a flop
Costing a cool £7 million John Lewis’s Xmas 2017 ad ‘Moz the Monster’ failed to hit the mark with viewers.
The two-minute spot stars a young boy named Joe who is freaked out to find a monster under his bed as Christmas is approaching. Soon, though, he befriends the creature, named Moz, and they start to play together at night, when Joe should be sleeping.
Reaction to the ad was somewhat mixed in the U.K. but partly because the bar is always so high for this company’s Christmas spots. Complaints include it not being “Christmassy” enough, and the ending not being as heartwarming as the viewers expected.
The showpiece from adam&eveDDB brings plenty of charm and craft but was criticised for not packing the emotional punch of classics like Monty the Penguin.
ARGOS has beaten rivals to be joint first with Asda to launch a Christmas advert this year
The 90-second advert – which airs tonight from 9pm on ITV and Channel 4 – tells the story of a mischievous pink imp that bursts out of a box of Christmas lights in someone’s attic and causes mayhem.
He then scurries over to another house where he steals a roll of sticky tape from a dad wrapping presents. Ripping through perfectly wrapped presents, he then shakes all the pine needles off a Christmas tree at one family’s house.
The annoying imp goes on to steal instructions from a woman assembling a doll’s house and laughs when a little girl gets rained on when she runs outside because it looks like it’s snowing.
However, he gets his comeuppance in the end as he gets flattened when a mum opens the door to an Argos worker delivering presents.
The Argos delivery man then kicks him into his van – alongside other fool characters who have been caught.
The ad ends with the statement “With Argos, you’re good to go'” written on the screen.
Argos have upped the ante this year in spending £6 million on the campaign – their biggest seasonal advertisement spend to date.
Argos festive ad may not be suitable for children
Entitled The Christmas Fool, the high street retailer’s commercial featuring a creepy fool character shows children that mums and dads buy the presents – not Father Christmas.
The cheeky cartoon character will appeal to children, but some parents may argue that the ad will ruin Christmas for youngsters.
Scenes include mums and dads taking Argos deliveries, assembling toys and wrapping up presents, while the fool creates mischief.
It’s proof that Father Christmas doesn’t exist – and it could lead to a lot of awkward conversations for parents in the run-up to December 25th.
The advert will air tonight during Coronation Street on ITV and Gogglebox on Channel 4 from 9pm.
If you don’t want your children finding out that Father Christmas isn’t real, then maybe send them out of the room when the Argos advert appears on TV.
Argos have gone for a different approach
The advert is a bit of a contrast to the creative offerings from previous years from brands such as John Lewis, which tend to be sentimental and focus on family and love during the festive season.
This commercial shows families having some fun – but mostly focuses on buying Christmas purchases and being able to order with ease from Argos.
The retailer said that it wants to show customers that it can help give people a “fool-proof” Christmas.
Gary Kibble, marketing director at Argos, said: “Families across the UK work really hard to make their Christmas special, so when something doesn’t go to plan it feels as though there’s a mischievous force working against them.
“We created the fool as the cheeky embodiment of this frustration and the ad brings to life the tiny annoyances that can cause unnecessary festive chaos.”
Argos said it expects to receive 19 million orders over the festive period.
Reactions to Argos ad so far are not good
The reaction from those who have already seen the Argos festive ad will be disappointing to the owners of the high street store. Viewers have commented that the ad is ‘scary,’ ‘too mean spirited,’ and a number have claimed that they are ‘not a fan.’
Watch a preview of the advertisement before it airs tonight. We would love to hear your thoughts on Argos’ festive contribution.