Catalogue retailer Argos has launched the third episode in its ongoing art gallery mockumentary ‘Arghaüs’, designed to amplify the roll-out of its ‘A-List’ selection.
Developed in partnership with global creator-first social agency Billion Dollar Boy, Arghaüs showcases the curated selection of “top” brands and “must-have” products within the A-List.
Episode three features comedian and TV personality, Asim Chaudhury, with the film recasting everyday Argos products – such as coffee machines, air fryers, wireless headphones and electronic beauty tools – as high-concept art pieces.
“By working hand-in-hand with some of the most exciting creators and storytellers in the industry, we’ve built a campaign that feels distinctive and playfully premium – reflecting the bold personality of the Argos brand while showcasing our A-List range in a way that feels culturally relevant and creatively fresh,” said Hannah Bussell, influencer lead at Argos.
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“This is a campaign built for the platforms where audiences are most engaged, bringing fictional characters and high-concept humour to life across TikTok and Instagram, with a tailored strategy across both brand and creator channels. Our aim is to inspire, entertain and ultimately cement Argos as the destination for desirable products.”
The retailer’s series combines narrative storytelling, fictional characters, and stylised visuals to tap into the “growing popularity” of episodic content and so-called “vertical dramas.”
Ed East, Global CEO and co-founder of Billion Dollar Boy added: “With Arghaüs, we set out to create something that feels distinctly different but still brand coded. The resulting campaign is Argos’s boldest yet. From playfully renaming the brand to embracing a satirical gallery format, the campaign reflects Argos’s willingness to experiment and a growing confidence in the potential of creator marketing, developed over a longstanding relationship with Billion Dollar Boy.
“The campaign taps into emerging content formats that audiences are actively choosing to spend time with – character-led, socially native, episodic storytelling. Blending a strong visual identity with a clear commercial focus, Arghaüs shows Billion Dollar Boy’s commitment to redefining what branded creator content can be: culturally relevant and creatively ambitious.”
