The firms are taking markedly different creative approaches to this year's high-spending campaigns, with Argos signing up Harry Enfield and Ruby Wax to star alongside its advertising regulars Richard E Grant and Julia Sawalha.
Woolworths has decided to stay away from celebrity endorsement in its Christmas ads, continuing the 'Kids and Celebrations' strategy it launched earlier this year.
The campaigns will kick off within 72 hours of each other, with the Argos ad breaking first, today (Thursday). Created by Euro RSCG Wnek Gosper Partners, the activity promotes the launch of the Argos Christmas Gift Guide and positions the chain as the best place for buying Christmas gifts at low prices. The first TV execution shows Wax interviewing a pop star played by Grant and his rival, played by Enfield.
Grant's character eventually upstages Enfield by hosting the bigger Christmas party with the help of his Argos Gift Guide. Argos is spending up to £15m on the campaign.
Woolworths, which is in the middle of a transformation programme led by its chief executive Trevor Bish-Jones, is outspending Argos by about 25%, with ads designed to show how the chain uncovers a sense of fun in every occasion.
The campaign, which includes a TV spend of £15m, has been created by Bartle Bogle Hegarty.
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