Overall Score
88.89/100
Highest Focus
Focus peaked around 22s, when the car ride “intervention” escalates and the Argos reveal becomes more central, creating a strong blend of humour, tension, and brand discovery that keeps viewers locked in.
(86.06 at 22s)
Lowest Focus
Focus was lowest near 38s, where the pace briefly slows during transitional moments in the warehouse, offering fewer new visual cues and making it easier for viewers’ minds to wander before the final payoff.
(17.6 at 38s)
Highest Clarity
Clarity was strongest around 34s, as the variety of non toy gifts is clearly showcased and the message that Argos offers much more than toys becomes visually and narratively explicit.
(88.63 at 34s)
Lowest Clarity
Clarity dipped near 37s, when fast cuts between products and characters create mild visual overload, making it slightly harder to register each individual item or moment in detail.
(70.24 at 37s)
Highest Attention
Attention peaked around 16s, coinciding with the turning point in the car sequence when the “lesson” intensifies, heightening curiosity about where the characters are headed and what Argos has in store.
(91.98 at 16s)
Lowest Attention
Attention was lowest at 31s, during a brief mid sequence lull where viewers appear to be processing earlier information while awaiting the full product reveal, resulting in a short dip before engagement rises again.
(20.01 at 31s)
Summary
The Argos Christmas 2025 ad is a playful “intervention” where mascots Connie and Trevor kidnap Simon Bird’s character, who believes Argos is only for toys, and dramatically prove there’s a much wider range of stylish, grown up gifts, landing the line that “there’s more to Argos”. The story repositions Argos from a toy-led perception to a broader destination for premium tech, homeware, and gifts, using humour, nostalgia, and a cinematic car ride setup to keep it entertaining and memorable.
The Commercial
Heatmap Video
Fogmap Video
Suggestion for Improvement
Show product range more explicitly: Add a few clearer, lingering shots or supered call outs of key categories (tech, home, beauty, jewellery) so viewers quickly register just how broad the offer is, not just that “it’s more than toys”.
Tighten the payoff on value: Pair the “more to Argos” reveal with a concise on screen line about value or convenience (e.g., same day delivery, price point, or bundles) to connect emotion to a concrete shopping reason.
Clarify the sister gift resolution: Make the final moment with the sister and family slightly longer or more explicit in showing what was bought and her delighted reaction, closing the loop from problem to Argos powered solution.
Stronger visual branding throughout: Integrate Argos red, logo, or app UI more consistently during the warehouse reveal and car sequences to reinforce brand memory, especially for viewers catching only part of the spot on social or TV.