Yan Elliott on Argos's Epic New Comedy Vehicle

Argos' new campaign takes the idea of a family holiday and blows it up to epic proportions as, instead of a standard estate car, our holiday-makers pack themselves and their luggage into a Chinook helicopter to take on Operation Holiday. 

Created by The&Partnership and directed by Matthijs van Heijningen, You're Good to Go is a clever take on a familiar trope and here Yan Elliott, joint ECD at The&Partnership, explains the thinking behind the spot and why van Heijningen was the right man for the job. 

Above: The&Partnership's joint ECD, Yan Elliott 

"We knew it was the idea to launch with because it took a relatable insight and brought it to life on an epic scale."

It’s a brilliant concept; where did the initial idea come from and how quickly did you realise this was the idea to carry through? 

You’re Good to Go is all about understanding how modern families operate. And what could be truer about modern families than the annual summer holiday that’s meant to be a relaxing affair, but actually feels more like a military operation? We knew it was the idea to launch with because it took a relatable insight and brought it to life on an epic scale.

What made you think of a Chinook?

When going on holiday is a military operation and there never seems to be enough space in your Volvo estate there was only one solution; fire up the chopper!
It gave us a great comedy vehicle – if you’ll excuse the pun.

On it’s own [the music] would have been too old and cheesy, but with this story it adds a layer of irony which gives it new meaning.

The&Partnership has made some great work for Argos over the last few years; how important is it to have a client willing to take creative risks and allow you to explore different ideas and approaches?

We love working with Argos. They are open, honest and collaborative. Over time a trust has been built up which allows us to explore ideas. Without that trust it’s very hard as a creative agency to fly. Luckily their ambition is big as ours, we seem to have matched agendas, which suits us both.
 

Why was Matthijs the right director for this job? 

With a concept like this there is a lot of CGI and post work. The way Matthijs can marry the CGI into our world is second-to-none and we needed it to be as seamless as possible. Sprinkle his sense of humour on top and you have someone who is passionate about the project.

The casting is great, especially the parents; how much work went into finding those actors? 

Casting is always important. The right choice can make an idea. We spent a great deal of time getting the family right. To be honest, we changed our dad at the last minute because our original guy looked too military.

To add comedy we wanted someone who would be more at home behind the wheel of their estate car than behind the joystick of a Chinook. A classic Dad; the type of guy you would see loading the car on your street, on a bank holiday. You know, he has that slightly frazzled look in his eyes.
How much discussion was there around what soundtrack to use?

Fortunately, we hit upon the music early. On it’s own, with different visuals, it would have been too old and cheesy, but with this story it adds a layer of irony which gives it new meaning. I feel the ad refreshes a classic.

"The way Matthijs can marry the CGI into our world is second-to-none and we needed it to be as seamless as possible." 

What was the most challenging part of bringing this commercial together?

It’s an ambitious project and making the money work was a challenge. It just goes to show that everyone does their bit to get a good idea off the ground. But creatively we are only shooting some shots with a real Chinook so having to stay focused on the story and imagining what shot would come before and after, without seeing it, is always difficult.

And the most rewarding?

Seeing it come together. I’ll never get bored of seeing fun, engaging ideas out into the world.