It is difficult for even the greatest cynic to not feel moved by a little bit of festive magic. It is an important reminder of the power of the imagination, of what it feels like to suspend reality, even just for a moment. And this, of course, is a feeling at the heart of Christmas, and one that’s captured in Argos’ festive spot.

The campaign, created by The&Partnership, builds on the ‘Book of Dreams’ theme from last year, tapping into the nostalgia that many people in the UK identify with, of circling that most-desired Christmas present in the Argos gift guide.

This year’s slot brings the dream to life as two sisters spot a box of magic tricks on the pages of the guide, and delight their family with an unforgettable show. The slot was filmed by award-winning director James Rouse, and is set to Gary Barlow’s latest single, Incredible.

The TV ad is part of a 360 campaign which will see Argos inviting the nation to create their own magic tricks to win top prizes later this month. It will also include OOH, press, and influencer engagement.

Rob Quartermain, Senior Campaign Manager for Argos, explained: “We know this has been a challenging year and many people are searching for certainty through cherished traditions this Christmas. We wanted to celebrate the special role Argos plays at Christmas with a joyful and heart-warming story that we hope will spread some cheer, this Christmas”.

This year more than ever, it feels as though the UK could do with a little bit of magic, to lift people’s spirits as the crisis lengthens. It’s a role that Christmas advertising would do well to take on.