Seasonal spectacular from AMV BBDO fuses 19th-century tradition with 21st-century gadgetry
Currys PC World unveils its latest Christmas campaign today, debuting on ITV during Emmerdale at 7pm. The new ATL creative highlights how amazing technology can be used to help customers unlock the magic of Christmas thanks to the UK’s leading electrical retailer.
Various scenarios of festive traditions dating back to the Victorian era are used to demonstrate the potential of modern-day technology to upgrade Christmas, positioning Currys PC World as the destination to purchase the latest tech, with its extensive range of products at competitive prices.
This year’s campaign features some of the latest tech innovations from leading brands, juxtaposed with well-known Christmas traditions. These range from carol singers using Microsoft Surface Pro tablets in place of hymn books and a woman using Google Home Hub to play Christmas tunes to her house guest, through to a street vendor cheerfully selling roast chestnuts that have been heated to perfection in the AEG steam oven that is fitted into his cart.
Other modern technology in the ad includes the LG OLED 65” TV, which is installed in an olden-day public house and the Bose QC 35 II noise cancelling headphones, which are used by the wife of a Scrooge-like character, who is sleeping peacefully, whilst he remains awake from the noise of the pub below.
The campaign will feature 40”, 30” and 20” hero TV executions airing from Thursday 1st November until Sunday 18th November. The advertising campaign is also supported by promotional activity.
Alongside the 40” execution, there will be two bespoke 10” shorts which highlight specific ecommerce features, including our price comparison functionality and the Point and Place app, which utilizes AR technology to help show customers what a product will look like in their house. These help demonstrate the commitment that Currys PC World has to providing customers with an unparalleled level of service in store and online.
Rolling out across TV and video on demand in the UK, the ads will run across YouTube and social media until Saturday 24th November.
The advertising launch marks the start of the integrated nationwide festive campaign. The festivity will be bought to life on the shop floor with brilliantly festive event spaces including nods to the Victorian era whilst still showcasing the brand’s top technology gifts.
Georgina Bramall, Head of Brand and Advertising, Dixons Carphone: “Christmas is an amazing time of year, but it can be stressful when it comes to getting it right for family and friends. At Currys PC World, we’ll help our customers enjoy amazing technology that can upgrade even the most established of Christmas traditions to transform the moment.”
Alex Grieve and Adrian Rossi, Executive Creative Directors, AMV BBDO: “This work is an unashamed celebration of what makes Christmas at Currys PC World great. Much loved traditions, updated by the latest tech that’s right for you.”
Working with retained creative agency AMV BBDO and media agency Blue 449, the new ATL campaign from Currys PC World will feature across TV, video on demand, You Tube and social media. The campaign will be supported with PR activity led by M&C Saatchi Public Relations and social amplification by 1000 Heads. The campaign launches on 1st November with a 40” TV spot running until 18th November.