Argos has fired the starting gun on the Christmas advert season with its film about the fulfilment centre of dreams.
The advert is the story of a brave warehouse worker (zero-hours contract? Employment status unclear) going above and beyond to make sure a small robot dog, which has not been wrapped or labelled, makes it onto the Argos' futuristic sleigh/flying delivery car.
City A.M. assumes Argos' new fulfilment centres in Birmingham and Reading look this good.
The ad, 'Ready for Take Off', sends mixed messages on Argos' attitudes to health and safety. All the stock-picking elves are wearing hi-vis jackets, but the hero elf is forced to run across conveyer belts to get the toy to the delivery sleigh.
It makes for tense watching: it's enough to give any decent compliance officer an aneurysm.
Despite this obvious flaw, Argos should be commended for delicately mixing Christmas cheer with a convincing message about its timely delivery services. Let's just hope its human workers are as satisfied as its elves and don't threaten to strike again this year.