Argos has well and truly kicked off the Christmas shopping season with its festive advert.
The ad celebrates a tradition generations have enjoyed in the run-up to the big day, circling your most-wanted gifts in the Argos catalogue.
Renamed as The Book of Dreams for 2019, the popular catalogue takes a starring role in the Christmas advert, to the back-drop of 80s pop classic, Don't You Forget About me, by Simple Minds.
The story begins in a kitchen, where a father sees that his daughter has circled a drum kit in the catalogue.
He taps the page with his finger and the kitchen table splits open to reveal the drum kit, and the kitchen starts to transform into his own private show, with bulbs beaming in the oven and stage smoke pouring from the fridge.
The dad then suddenly starts playing the drum intro to Don’t You Forget About Me which starts playing on the TV and he drums along.
The little girl, woken by the noise, joins her dad and suddenly the kitchen is transformed into the gig of a lifetime, with adoring fans chanting along.
In a scene-stealing moment, Cubby the Curious Bear - expected to be one of the most popular toys this year - leaps off the stage and crowd surfs.
The advert aired for the first time on Friday, during during ITV’s Coronation Street and Channel 4’s Gogglebox.
Producing Christmas adverts are now a crucial part of high-street retailers preparations for the busiest shopping period of the year.
And marketing teams work around the year to devise an ad that will capture the festive spirit and get everyone talking.
Advertising Association chief executive Stephen Woodford said: "Christmas is absolutely critical for retailers. A big part of that is the battle of the Christmas ad.
"The British public love the Christmas ads. It makes everybody feel good about Christmas, and as a brand you want your campaign to be one of the favourites.
"In the US they have the Super Bowl, in the UK it’s the Christmas ad. It’s where the big guns come out."
