Argos is attempting to shift the downmarket ‘stigma’ attached to its brand with a TV advertising campaign featuring film star Richard E Grant. The 40-second ad, which breaks on July 26, is the first work to come out of Euro RSCG Wnek Gosper since Argos appointed the agency earlier this year. The ad features Zak, a pretentious rock star played by Richard E Grant, who wants his bare apartment furnished with the help of a designer. But Zak’s efficient PA, played by Julia Sawalha, turns to Argos to furnish the flat, much to the satisfaction of her demanding boss. Euro RSCG managing director Adam Leigh says: ‘The campaign directly and humorously addresses the stigma that a non-Argos user feels towards the brand. A great retailer should expect great advertising and we believe this will seriously shift attitude and sales.’ MindShare handles media planning and buying.