The battle of the Christmas adverts has begun.
And Argos is one of the first brands to kick off the season with a heart-warming clip featuring a dad, a daughter and the 'Book of Dreams' - the Argos catologue.
Circling the items we want for Christmas in the Argos catalogue is a tradition upheld by households up and down the UK.
And it's a tradition that's been running since the first catalogue was released 46 years ago.
This year, Argos are making this cherished British tradition centre stage in its much anticipated Christmas advert that will launch tonight.
The story begins in a kitchen where a father notices his daughter circling a drum kit in the 'Book of Dreams'.
The father then taps the page causing the kitchen table to split and magically reveal the drum kit.
The kitchen then transforms into the scene of a gig with imaginative details like smoke pouring from the fridge and oven bulbs beaming like stage lights.
Simple Minds’ 80s classic Don’t You Forget About Me plays on the TV and he drums along.
Awoken by the noise, his daughter joins him to perform the gig of their lives on two brand new drumkits.
The advert also features Cubby The Curious Bear - one of the toys predicted to be a top seller during this year's Christmas season.
Dan Elton, head of marketing communications at Argos, said: “This year we wanted to celebrate a festive tradition that families up and down the country all know and love.
"The nostalgia of circling your dream gift in the Argos catalogue never goes away and it’s still going strong in today’s tech-obsessed world.
“Argos is one of the UK’s biggest online retailers but the feeling of turning the pages of the catalogue is something our customers love and sets us apart from everyone else.
"Whether you shop by smart phone on your commute, pop in-store to browse the latest products or love to pore over the catalogue in the comfort of your home, Argos is the place to fulfil your Christmas dreams.”
When does the advert air?
The advert airs tonight (November 1) during ITV's Coronation Street and Channel 4's Gogglebox.
