Despite canceling the Husky Merry Ugly Christmas 2020 Shirt, Hoodie, Tank top, Sweater paper catalog in June after 47 years, Argos came up with the second chapter of the ‘Book of Dreams’ campaign, again touching the nostalgia people feel when flipping through his Christmas gift guide.
Husky Merry Ugly Christmas 2020 Shirt, Hoodie, Tank top, Sweater
Also created by The & Partnership, last year, Argos removed the ‘idiot at Christmas’ hilarious character, replacing it with a family-oriented venue they hope to stir emotions. It played out a joke by comedian Bill Bailey that Argos’s category is “The Husky Merry Ugly Christmas 2020 Shirt, Hoodie, Tank top, SweaterHusky Merry Ugly Christmas 2020 Shirt, Hoodie, Tank top, Sweater Book of Dreams”.
“Last year’s Christmas ads have been doing really well for us,” explains Argos senior campaign manager Rob Quartermain. “This year, we took that idea on another step. That feeling is a really powerful and powerful idea and something unique to Argos. ”
And while the original ‘Book of Dreams’ is no longer printable, Argos has come up with a Christmas gift guide to replace it. On the spot, the two girls see a box of magic tricks on the page of the guidebook, taking them to the farthest places of imagination, to a world where they have their own special magic show.
In the midst of an ongoing pandemic, it was hard not to look on the spot and think about bubbles and social exclusion, but Argos walked carefully. “It’s definitely informed in mind,” admits Quartermain, of how the pandemic informs its approach. “As we sat down in May, we thought about what on earth we would say about next Christmas, and we realized that reunion and family will be an important thing. It’s not rocket science. ”
Whether Argos plans to go public about the Husky Merry Ugly Christmas 2020 Shirt, Hoodie, Tank top, Sweater pandemic or not, Quartermain says no. “Brands are not shy about abilities and dreams. We are an optimistic brand – we feel that our role in this Christmas will be one of giving some escapism and a bit of nostalgia and seeing Christmas across the world. of the children, instead of publicly commenting on what we know is really hard and tough years. So hopefully we get to the right balance.