Independent’s Gary Freedman, CHI&Partners and MPC partner on this festive spot for Argos, first of the 2017 Christmas ad campaigns to hit screens

Featuring a futuristic rocket-powered CG super-sleigh crafted by artists at MPC, ‘Ready For Take Off' transports viewers to a magical Argos distribution centre where a troupe of elves help Santa to deliver hundreds of thousands of gifts across the country at record speed. 

In a Q&A on the ad published in shots, creative director Laura Rogers says, "The scale of the operation was epic in every respect. We had a hundred elves and thousands of presents on set. Throw in some stunts, several overnight shoots and a language barrier and you’ve got a grueling week of shooting. But that only got us halfway. The team at MPC worked tirelessly for several weeks transforming an airport in Kiev into a magical elf world. It was amazing. It was exhausting. We’re all ready for the Christmas break.”