The Argos Christmas advert is decidedly more consumer-heavy than some of its competitors. Connie, the dancing doll, is aiming to film a video showing her excitement for Christmas, filmed by the toy dinosaur, Trevor. As she dances around Argos gifts, including Sonos speakers and a Shark hairdryer, she finishes her performance and asks if Trevor captured it all. It turns out that Trevor has been filming on a phone and been recording himself the whole time.
While the Argos Christmas ad is cute and playful, it's a little too sales-driven for our taste. It feels harsh to judge it compared to other more story-led commercials, but the Christmas ad space is competitive. And, while it has humour and fun, we have become accustomed to more of a plot or a celebrity cameo.
Ranking: 4/10