Argos has launched its Christmas campaign starring Richard Ayoade, with brand mascots Connie and Trevor returning as Christmas ghosts to challenge the idea that the retailer is just for toys.
Drawing on A Christmas Carol, the film casts Ayoade as a Scrooge figure bound by fond memories of “Argos Past”: the hours spent circling dream presents in the Argos catalogue. The spot suggests that this nostalgia lies behind a widespread misconception that Argos is a toy retailer.
Connie and Trevor take Ayoade through Christmases past and visions of Christmas future to show him the range of gifts now on offer, from high-end tech to stylish homeware. The film was directed by Declan Lowney of Merman and created with agency T&P.
“Millions of us share fond memories of circling our dream Christmas lists in the Argos catalogue, and toys will always be an important part of our Christmas story. But what people might not always realise is just how much more Argos has to offer today. This year, Connie and Trevor are back to showcase that breadth with humour and charm, from the latest tech to design-led homeware and top-tier beauty. There really is more to Argos.”
Laura Boothby, Head of Campaigns, Argos
The campaign also runs across split-screen out-of-home sites that revisit Argos catalogues from the 1980s and 1990s, pairing Christmas morning favourites such as the original Mr Frosty and Game Boy Colour with their modern Argos equivalents, from Ninja Slushies to Nintendo Switches.
“Like many, I live to circle, whether landing a light aircraft, skipping round roundabouts, or marking up the Argos catalogue. I, and this is a matter of public record, am also filled with Christmas joy. This represents a unique opportunity to combine these two loves. I enjoyed the whole experience much more than I care to admit.”
Richard Ayoade, Actor
First launched in 2023, the ‘There’s More to Argos’ brand platform uses Connie and Trevor to showcase the retailer’s range. Last year the pair appeared alongside Simon Bird in one of the season’s biggest Christmas campaigns, and this year’s film leans into catalogue nostalgia to shift perceptions and highlight the brands available at Argos this Christmas.
“We all grew up circling what we wanted for Christmas in the back of the Argos catalogue, so it’s no wonder people think of us for toys rather than premium gifts. This year we wanted to right this wrong, and what better way to do that than through a Christmas classic – A Christmas Carol. Where Richard Ayoade stars alongside the ghosts of Christmas past and presents, Connie and Trev. We hope the public love the integrated campaign as much as we do. And if you still think Argos is just for toys… bah humbug.”
Matt Moreland and Chris Clarke, Executive Creative Directors, T&P
“It was great fun bringing Charles Dickens into the world of Argos, especially with Richard Ayoade along for the ride. We wanted to capture that lovely sense of Christmas nostalgia while giving it a fresh comic twist. Richard was brilliant, and the VFX have helped us create a world that feels both wonderfully familiar and just a little bit bonkers”
Declan Lowney, Director
The campaign launches on 1 November across TV, social and out-of-home.
Terry Clark is the Publisher and Content Director of 365 Retail, with more than a decade of experience covering retail design, technology innovations, store openings and the wider retail industry. He also works closely with leading retailers, suppliers, agencies, events and industry awards across the UK.
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