Currys PC World positions itself as ‘the home of new technology’ with idents for Gadget Show sponsorship

As sponsor of the Gadget Show on Channel 5, Currys PC World has released four idents as part of the retailers positioning as ‘the home of new technology’.

Targeting tech enthusiasts, each of the 10 second idents will run during the series, showing customers testing out some weird gadgets in-store at a Currys or PC World. These include a Scan Tan and an Invisibility Device, while actor David Suchet provides the voice over.

The campaign has been created by M&C Saatchi, whose deputy managing director Jeremy Hemmings, explained: “These idents are a really fun representation of Currys PC World’s expertise as the ‘home of new technology’, while referencing the kinds of extraordinary gadget we might hope to see on the show itself.”

Andrea Silver, marketing director at Dixons Retail, added: “These idents complement our partnership with the Gadget Show this year. They highlight – in a humorous way – that our customers can expect the newest technology, and the highest level of service.”

The sponsorship was agreed through Walker Media, with production on the idents handled by Mad Cow.

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