- Product/Brand - Argos
- Spot - Brilliant
- Song Title - How You Like Me Now?
- Composer - Swaby, Taylor, Page, Ellul, Christian
- Publisher - Just Isn't Music, Bucks Music
- Artist - The Heavy
- Record Co - Ninja Tune - Counter Records
- Music Supervisor - Band & Brand Associates, Platinum Rye
- Ad Agency - CHI&Partners
- Creatives - Jonathan Burley, Jim Bolton, Rob Webster, Alexei Berwitz
- Film Company - Caviar
- Film Director - Fleur et Manu
- Post Production - MPC
- Air Date - 12/10/14
Yes, it’s true.
Argos has finally pensioned off the lovable alien family at the centre of its TV marketing strategy since Christmas 2011 and replaced them with a visual extravaganza which broke on all three terrestrial channels earlier this week.
Under the banner Get Set Go Argos, this dynamic multi-million pound campaign is designed to shift public perception of the brand from being a cheap and cheerful High Street discount store into a more sophisticated on-line retailer offering an unexpectedly wide range of upmarket products.
The new Brilliant clip also signals the first use of a meaningful music track in an Argos ad.
But CHI&Partners’ choice of Ninja Tune’s cult blues rockers The Heavy and their 2009 single How You Like Me Now? is a slightly strange one.
After all it has been synced before – most notably in a much recalled Strongbow cider spot first screened in April 2012 – and so isn’t quite as fresh on the ears as it once was.
On the other hand, it could be just what’s needed to give the Bath band, now on their third album and growing ever bigger in America, the hit they so richly deserve here at home.
We cross our fingers.
