Richard Ayoade’s Argos Ad Is the Season’s Funniest So Far, Says Ad Ranking

What happened

Ad Ranking’s 2026 Christmas ads tracker says the film launched on 1 November. It was made by T&P in London and directed by Declan Lowney of Merman. Ayoade plays a man stuck for a present who is shown childhood catalogue footage by the ghosts of Connie the doll and Trevor the dinosaur.

The tracker ranks it second in its picks of the season, and adds a caveat: it is held back by a crowded minute and a formula that is starting to show.

Why it matters

Argos has something few retailers have: a shared memory. The catalogue is a childhood object for many people, and the ad uses it as the story rather than as a backdrop. The brand’s history becomes its most original asset.

The lesson is in the caveat, too. A formula that works can start to show. The skill is repeating the idea without repeating the joke.

What it means for your brand

• Mine your own history. Old products, old packs and old catalogues are assets. Our guide to packaging design examples shows how heritage can be used well.
• Make the product the story. The catalogue is both the setting and the point. See how to write ad copy that converts.
• Watch for formula fatigue. Check your work against your last three campaigns. Our campaign work starts from one idea that can change shape.

Cover photo by Annie Spratt on Unsplash.