Guardian Unlimited Media – Friday, 26th July, 2002

By Ciar Byrne

Argos is moving upmarket with a new ad starring Richard E Grant – the star of cult classic Withnail and I – to be screened for the first time on Channel 4 during tonight’s Big Brother final.

Grant has teamed up with actress Julia Sawalha – the stuffy daughter from Absolutely Fabulous – to play a pretentious rock star who returns from touring to find his wife has moved out and his flat is bare of furniture.

Sawalha plays his long-suffering PA who kits outs his pad from Argos. The new look is so glamorous Grant is fooled into believing it is the work of cutting edge interior designer “Arr Ghoos”.

Grant wears a long curly wig and snakeskin shirt in the ad – the first in a series – while Sawalha sports a sleek blonde look.

The campaign marks a major change in direction from previous Argos ads featuring the Status Quo song Whatever You Want.

The advert has been made by Euro RSCG, which won the £20 million Argos account in May.

Grant has recently been working the chat show circuit with appearances on Johnny Vaughan Tonight and The Kumars at Number 42.

His film credits also include How to Get Ahead In Advertising.

For pics from the Argos advertisement click here.