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Argos again taps into nostalgia in a Christmas campaign inspired by its popular catalogue, dubbed "the book of dreams".

The ad continues the same theme from last year’s festive campaign, in which a dad flipping through the Argos catalogue sees a drum kit and magically conjures up an epic rock concert with his daughter. This time, two sisters browsing the catalogue spot a box of magic tricks. After eagerly circling the gift, they are transported to Christmas evening, when they show off their new talents to their family. While the show starts with a classic cup and balls trick, the performance grows more extraordinary as the girls’ imagination takes over – turning their living room into a West End theatre and even conjuring their extended family to join the celebrations. 

The work was created by Matt Wood and Tom Loveless, and directed by James Rouse through Outsider.