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Reminiscent of Rowan Atkinson's elaborate gift-wrapping in 2003 film Love Actually, the ad features overhelpful employees at a traditional department store.

They they lay on all the trimmings to the frustration of a female shopper, who eventually loses patience and heads instead to the nearest Argos.

Mocking the excessive fuss created by many large retailers at Christmas, the campaign highlights Argos' reputation for shopper convenience and ‘value for money'.

The ad is backed by the 1990 smash hit "U Can't Touch This" by MC Hammer.

The campaign will continue with a second TV ad as well as online, radio, press and outdoor activity.