The 2024 Channel 4 Diversity In Advertising Award was won by Currys Sigh of Relief, created by AMV BBDO, and it has begun to use its £1 million of advertising space across Channel 4. Sigh of Relief was chosen from five finalists which included McDonald’s/Leo Burnett, V&A/Adam & Eve/DDB, Open University/Havas, and Motability Operations/VCCP. AMV BBDO is the only agency to have won the award three times.
The campaign manages to maintain Currys’ comedic and hyperbolic Beyond Techspectations style, while featuring the in-store experience of three customers with accessibility needs when shopping for tech appliances, and the commercial reflects Currys’ broader purpose – to help everyone enjoy the benefits of amazing tech. It not only connects with disabled audiences but also invites non-disabled viewers to reflect on the everyday tech challenges many people face.
AMV BBDO partnered with global inclusive media research agency, Open Inclusion, to gather insights and learnings from the disabled community to build the spot. It also received feedback from the Royal National Institute for Deaf People (RNID) and the Royal National Institute of Blind People (RNIB) during the production. The commercial was directed by Greg Bell, through Omnicom Production and features an audio-describer and British Sign Language (BSL) interpreter who are key characters within the story line.
In Currys’ campaign blog, Aisling Lancaster, head of brand and advertising at Currys, stated, “Sigh of Relief has given us an incredible opportunity to build on all the steps forward we’re taking as a business at Currys to truly help everyone enjoy amazing technology. It was really important to us that we didn’t create a totally new creative concept – ads about accessibility don’t have to be serious. So, we’ve built on our hyperbolic ‘Beyond Techspectations’ creative platform, with our expert colleagues at the heart of the action, this time focussing on an accessibility message.
The best thing about winning this award and making the ad has been the learnings we’ve taken onboard about how complex making ads that are accessible by design can be. Quite simply, the industry isn’t set up for it, which is why it’s been so important for us to go on this journey. As for Currys, it’s about progress over perfection.”
AMV BBDO creatives, Lauren Peters and Augustine Cerf, added, “It’s been incredible to work alongside Channel 4, Open Inclusion, RNIB and RNID on a campaign that puts accessibility at its core – prioritising products, services and a communication style that cater to people with sight loss and people with hearing loss, all while staying true to the body of hilarious and insightful work Currys has produced to date. That comes through most clearly, perhaps, with our comedy duo (the audio describer and BSL interpreter), who are embedded within the story. We were definitely encouraged to think about the everyday tech challenges facing these communities, and we hope it encourages others to do the same because, ultimately, ads that are accessible to people with sight loss and people with hearing loss are better for everyone.”
Christine Hemphill, managing director of Open Inclusion, noted, “This advert’s power lies in its authentic portrayal of disabled shoppers, shaped by creative capability informed throughout with invaluable insights from a range of people with sight and hearing loss and dedicated co-creators. It underscores the value of more inclusive customer service and product fit. The ad remains true to the brand characteristics and values, using humour playfully, which requires courage and strong community connection to truly resonate. It is fun while fostering positive awareness and understanding.”
The campaign launched with a 60-second hero spot airing during Taskmaster on Channel 4. The campaign will run exclusively on Channel 4 for the first week, and will be amplified across organic social media, using a variety of tailored assets.
Inclusive by Design will also be the theme for this year’s Diversity in Advertising Award as it reiterates Channel 4’s commitment to accessible advertising. The channel aims to encourage more brands to innovate in the craft of advertising, and to embed inclusive practices into their creative. The 2025 Diversity in Advertising Award will be open for entries shortly.
Currys and AMV BBDO are the ninth recipients of the £1 million of advertising across Channel 4; with previous themes having centred on authentically representing and reflecting the LGBTQIA+ community, women, those with visible and non-visible disabilities and diverse ethnic backgrounds. Previous winners include E45, the RAF, Maltesers, Vanish and FIFA.
Sigh of Relief was chosen from five finalists which included McDonald’s/Leo Burnett, V&A/Adam & Eve/DDB, Open University/Havas, and Motability Operations/VCCP. AMV BBDO is the only agency to have won the award three times.
