Hasbro’s Cubby the Curious bear takes centerstage, quite literally, in Argos’ Christmas 2019 TV advert, which airs for the first time on ITV and Channel 4 this evening.
The interactive teddy bear – tipped by Argos as one to watch in its top toys for Christmas list – dances, stage dives and crowdsurfs during the rousing denouement of the near three-minute TV spot.
The Christmas edition of the retailer’s catalogue has been absent from its TV campaigns for the past decade, but makes a return in the festive campaign, celebrating the long-standing tradition of circling your most-wanted gifts in the Argos catalogue. Spotlighting Argos’s Christmas catalogue – renamed The Book of Dreams for 2019 – the advert delivers on this promise by making a father and daughter’s dreams come true.
The heart-warming story begins in a kitchen, where a father sees that his daughter has circled a drum kit in the catalogue. He taps the page with his finger and the kitchen table splits open to reveal the drum kit in front of him. Suddenly, the kitchen transforms into his own private gig, with bulbs beaming in the oven and stage smoke pouring from the fridge. Simple Minds’ 80s classic Don’t You Forget About Me plays on the TV and he drums along.
The father is joined by his daughter and suddenly the kitchen is transformed into the gig of a lifetime, with adoring fans chanting along. It is during the gig that in a, Cubby the Curious Bear takes a scene-stealing moment by leaping off the stage.
Dan Elton, Head of Marketing Communications at Argos, says: “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.
“Argos is one of the UK’s biggest online retailers but the feeling of turning the pages of the catalogue is something our customers love and sets us apart from everyone else.”
The launch of the TV advert follows a social campaign that has seen celebrities, influencers and members of the public surprised with their own Book of Dreams from when they were young. The campaign also included the creation of Argos’s first ever digital repository of vintage catalogues from the last four decades, which attracted over 1.8 million visits in its first 48 hours.