The Drum Awards for Marketing - Extended Deadline

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Agency: AMV BBDO
Date: Nov 2018
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Currys PC World has unveiled its Christmas ad that highlights how technology can help unlock the magic of Christmas as it positions itself as the tech retailer of choice this festive season.

The ad, created by BBDO, follows a traditional festive format, with a digital twist, juxtaposing well-known Christmas traditions, with tech innovations from recognizable brands.

With various scenes of festive traditions, you now no longer have to imagine what the Victorian era would have looked like if technology existed.

The advert opens with a Victorian woman entertaining a house guest in a festive parlour. To the bemusement of her butler, the lady calls out to her Google Home Hub: “Hey Google!” before requesting, “play some Christmas music!” - upon which the merry tune of ‘Good King Wenceslas’ fills the room.

Numerous traditional festive scenes then unfold - each demonstrating the potential of modern-day technology to upgrade Christmas.

From Christmas carolers reading off Microsoft Surface Pro tablets in place of hymn books to two lovers sharing a kiss beneath mistletoe held by a drone, the ad slides over to a public-house where Victorian pub dwellers enjoy a football game displayed on a large LG TV screen.

Moving up to through the floorboards, a Scrooge-like character sits upstairs. Whilst he remains awake by the raucous football congregation downstairs, thanks to Bose noise cancelling headphones, his wife sleeps peacefully by his side.

Credits

Client: Dixons Carphone plc

Creative Agency: AMV BBDO

Creative: Jack Smedley & George Hackforth-Jones

Creative Directors: Andy Clough & Rich McGrann

Agency Planner: David Edwards, Tom Claridge

Agency Account Team: Chris Taggart, Alex Bird, Chris Ferguson, Charlotte Oram, Hunter Evans

Agency Producer: Trish Russell, Lucia Fioravanti

Media Agency: Blue 449

Media Planner: Lindsay Turner, Emma Putnam, Tom Coles

Production Company: Biscuit

Director: Andreas Nilsson

Director of Photography: Lasse Frank

Production Co. Producer: Kwok Yau

Post-production Company: The Mill

Business Affairs: Cate Killeen, Ryan Reeves, Ryan Mitchell

Audio Post-production:750mph

Social Media Agency: 1000 Heads

Public Relations Company: M&C Saatchi Public Relations