It’s an Argos Christmas
Christmas is always the busiest time of the year and it doesn’t help than the day you decide to go out and do all your Christmas shopping, so does everyone else, and your stuck in a stuffy and overcrowded department store trying to find the perfect gift for your loved ones. Argos, this year was trying to promote their online shopping reserve and collect system. The TV advert shows a family of aliens visiting a shopping centre and questioning why humans don’t just use Argos to order online and collect in store instead of the stress and strain of shopping during this busy time.
Personally I felt quite negative towards this advert from a young adults perspective but thinking from an creative or planner I could see the execution being well thought out with strong references to the proposition has shopping with Argos could be less stressful and easy with their online service.
The aim of the advert was to increase the amount of online activity for Argos and to create an online presents for Christmas shopping. Objectively the brief was to encourage people to shop online but using aliens to express this wouldn’t have been my first connection or idea. However in relation to the advert and strategy I felt the message was clear.
During the advert there are some questionable features including the mother daydreaming about Justin Bieber, a young singer, generally adored by young children, not adults, which personally I can see being taken the wrong way in relation to our society or culture.
Another questionable feature of the advert is although the famous Bill Nighy who starred in Pirates of the Caribbean and Love Actually plays the voice of the father alien and Caroline Quentin from Men Behaving Badly playing the Mother Alien, the feeling of the advert can shy away when the voices are heard, as this can be seen as a distraction from what the meaning of the advert is and what they are trying to say and instead the consumer trying to guess who plays the voice over for the aliens, including comments that the children in the popular programme Outnumbered, played the children voice overs, when in fact they do not.
After discussing the advert with people and consumers I feel the strategy behind the advert had been crafted well with the meaning of the advert clearly represented with the aliens discussing the stress of Christmas which people can relate to, but although the message is clear with an emotional link of consumer buying, focusing on the behavior surrounding Christmas stress, but obviously not to the aliens.
Overall the execution of the advert is clear but with mixed opinions as to whether the aliens are creepy or funny, the question now is, was the collect and reserve system a success for Argos.