Back-to-school is looming and Currys is aiming to stand out from the crowd with a series of comedic episodes that reassure students its experts will go above and beyond to show them the perfect laptops for their needs.

The campaign, Beyond Techspectations, by AMV BBDO puts Currys experts in the most unlikely places – inside a cow suit, in a security luggage tray at the airport and in a vat of baked beans – to provide the perfect tech advice.

The commercials were directed by Greg Bell through Red Studios at AMV and will run across TV, online and social media.

To complement the TV ads, Currys is also working with TikTok influencers to create content for the platform. By popping up unexpectedly, a Currys colleague will hijack seemingly normal creator content to offer their tech expertise. This is just the start of Beyond Techspectations, with more campaigns planned to air over the coming months.

Aisling Lancaster, head of brand & advertising at Currys, commented, “Whether it’s in our stores, or helping with set up in people’s homes, going above and beyond to help customers with their tech is at the heart of what we do at Currys. With Beyond Techspectations we’re taking this a step further showing our colleagues going to extreme lengths and popping up in the most unexpected, often hilarious situations to offer tech advice”.

AMV BBDO creative directors, David Westland and Jeremy Tribe, added, “Currys expertise is what elevates them above their competitors. They truly go above and beyond to match the right tech to their customers’ needs. To get this message to really cut through, we have leaned into a humorous approach that, like Currys’ experts, also goes beyond expectations.”

Credits:

Client: Currys
Client Team: Dan Rubel, Aisling Lancaster, Martin Burke, Sam Shephard, Philip Barnes & Shannagh Vella

Creative Agency: AMV BBDO
Chief Creative Officers: Nicholas Hulley & Nadja Lossgott
Creative Directors: Jeremy Tribe & David Westland
Creative Team: Diccon Driver & Alan Wilson
Strategy Team: Michael Alhadeff
Account Management Team: Alex Bird, Jonny White, Annabel Jerome & Shannon Peakman
Creative Production Partner: Trish Russell

Media Agency: Spark Foundry

Production Company: Red Studios
Director: Greg Bell
Producer: Richard Martin
Production Manager: Helen Turner
Offline Edit Company: TenThree
Post-production Company: 1920
Sound Studio: GCRS