By Ishbel Macleod | PR and social media consultant

AMV BBDO

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Currys PC World article

May 1, 2014 | 2 min read

Currys & PC World has today unveiled a series of ads to promote its HD and Ultra HD Smart TVs, with men buying the large screen TVs for completely unselfish reasons having nothing to do with football or anything related to Brazil.

Created by AMV BBDO, the campaign features several football-mad protagonists and their clumsy attempts at persuading their loved ones to invest in a new TV in time for this summer's big sporting event.

Ian Pearman, AMV BBDO CEO, said: “This is our first work for Currys & PC World and we're really proud that it reflects the step change that has been happening with their brand and within their business.”

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The campaign includes three TV spots and a Talksport radio partnership that incorporates three 30-second spots.

All of the TV ads will be live on a bespoke ‘hub’ on the Currys & PC World websites, as well as on YouTube, with the campaign to run until 7 June.

Katie Bickerstaffe, Dixons Retail UK & Ireland CEO, said: “The new creative marks a step change for our business in the way we talk about our brand and products to our customers. This summer will see an unprecedented amount of football action which we know many of our customers are deeply passionate about. With these ads we want to tap into that emotion, letting our customers know we are the destination for televisions and a host of other tech upgrades ahead of this summer’s big football tournament.”

This is the first campaign from Dixons Retail, owner of Currys & PC World.

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