Currys’ Beyond Techspectations campaign isn’t an excursion into mad creativity, nor is it an example of creative elegance. But it has a winning personality with its relatable human humour and it is helping Curry’s to the top of mind position for tech with 14 commercials in 12 months. That’s a hard to ignore campaign.
The latest TVC has a laugh at online shoppers. In the 30-second spot, they’ve lost the ability to shop in real life; their naivety leads to a range of ridiculous scenarios. To add to the sense of satire and fun, the filming style follows a documentary look and feel with handheld camera work. The commercial intends to bring people back into stores, reminding them that they’re missing out on something without the physical shopping experience.
AMV BBDO creative directors, Jeremy Tribe and Dave Westland, stated, “Currys has a fantastic online set-up, but their commitment to stores and personal expertise is their biggest competitive advantage. So the idea of die-hard online shoppers opening their eyes to the wonders of real-life stores seemed like a great business insight and, importantly, really funny.”
The ongoing brand platform that has helped to supercharge Curry’s, increasing sales, turbo-charging its ROI by +44% YoY and helping Currys to the #1 spot for knowledgeable and helpful staff, the #1 preference on Amazon and #1 for comms awareness.
Credits
Client: Currys
Client Team: Dan Rubel, Aisling Lancaster, Martin Burke, Harriet Gorman
Chief Creative Officers: Nick Hulley & Nadja Lossgott
Creative Directors: Jez Tribe & Dave Westland
Creatives: Will Brookwell & Louis Prenaud
Planning Lead: Sam Williams
Account Leads: Alex Bird, Jonny White, Annabel Jerome & Tayo Ruddock
Producer: Rory Elms
Media: Spark Foundry
Production: Red Studios
Director: Greg Bell
Producer: Richard Martin
Here are some other commercials in the campaign:
