LONDON, UK — With the summer tournaments season looming, tech retailer Currys has unveiled a new campaign ensuring customers get the best tech advice amidst the football frenzy. Teaming up with AMV BBDO and Spark Foundry, Currys showcases the lengths its expert colleagues go to avoid football distractions while assisting customers in choosing the perfect TV for what is set to be a nail-biting summer of sport.
Under the “Beyond Techspectations” platform, the “No Distractions” campaign spotlights Currys colleagues’ ingenious methods of sidestepping football fever to offer unparalleled guidance to shoppers seeking top-of-the-line Samsung, LG, or Hisense models.
Martin Burke, Senior Advertising Manager at Currys, commented, “In the latest installment of our already hugely popular ‘Beyond Techspectations’ series, we continue to push absurdly humorous boundaries while reaffirming Currys as the go-to tech experts for all its customer’s needs. ‘No Distractions’ breaks the traditional football advertising mold, driving brand consideration ahead of what is set to be an extravaganza of sport this summer.”
The campaign includes three ads of 30 and 20 seconds, each illustrating a Currys colleague’s comical endeavors to stay football-free. From sporting giant cartoon eye masks to donning human-sized dog cones, to turning a head 180 degrees like an owl when a customer changes the channel to the football, the antics are as hilarious as they are effective in showcasing Currys’ commitment to customer service. The films were directed by Greg Bell through Red Studios.
AMV BBDO Creative Directors Jeremy Tribe and Dave Westland said, “When the nation is gripped by football fever, a store full of TVs is the hardest place to focus on work. So, we’re showing the absurd dedication of Currys colleagues to stick to their task – delivering tech expertise. It’s a distinctive and memorable addition to the Beyond Techspectations platform. Hopefully, football’s coming home, as well as a truckload of tellys.”
Oli Moore, Account Director at Spark Foundry UK, added, “This Summer, our goal is to land Currys in the heart of the nation’s conversations around the Euros. Tapping into the excitement and emotion that football brings, the tongue-in-cheek executions will be seen across the country. By blending marquee TV programming and contextual digital video, Currys will join the conversation in homes, pubs, and on the go, giving everyone the chance to find their perfect home viewing setup.”
The campaign is set to roll out across TV and online video platforms, emphasizing Currys’ unbeatable offer: a chance to win a guaranteed cash reward ranging from £25 to £100k with the purchase of any TV over £499.
CREDITS:
Client: Currys
Brand: Currys
Campaign title: No Distractions
Client name: Dan Rubel, Ailsing Lancaster, Martin Burke and Usha Kapil
Creative Agency: AMV BBDO
CCO: Nick Hulley and Nadja Lossgott
Creative Director: Jeremy Tribe and Dave Westland
Creative Team: Alicia Cliffe and Laurens Grainger
Agency Planning Team: Sam Williams and Summer Taylor
Agency Account Team: Alex Bird, Jonny White, James Brenchley and Leo Hollond
Agency Producer: Trish Russell and Rory Elms
Agency Designer: N/A
Media Agency: Spark Foundry
Media Agency Team: Kazmir Brown, Oli Moore, Olivia Chads & Vaughan King
Production Company: Red Studios
Director: Greg Bell @ Nice Shirt
Production Co. Producer: Richard Martin @ Nice Shirt
Offline Edit: Quin Williams @ Ten Three
Post-production Company: No.8 London/Red Studios
Sound studio: No.8 London
Audio Post-production: No.8 London/Red Studios
