By Tony Connelly | Sports Marketing Reporter

November 4, 2015 | 3 min read

Currys PC World has enlisted Hollywood star Jeff Goldblum for its first ever dedicated Christmas ad campaign.

The £10m campaign, titled 'Spare the Act' parodies the notion of awkward Christmas moments which stem from present exchanges that sometimes don’t live up to the idealised expectations.

Goldblum features in each of the five videos, interjecting during uncomfortable family moments to offer tips on how to better act out scenarios and avoid hurting the feelings of loved ones.

In one of the videos the Jurassic Park star walks into the living room of a family as a woman attempts to hide her disappointment in the 1000 piece beans jigsaw puzzle her husband has given her. The US actor quickly interjects and provides advice on how to better see out the awkward moment to such an extent that the husband becomes overwhelmed with appreciation and kisses him.

Each of the videos promotes a different product from Currys PC World such as a Nespresso Inissia Coffee machine and a Bosch 3D Oven. The idea being promoted through the ads is that awkward moments can be avoided if consumers get the right presents which are available at Currys PC World.

The ads are rolling out across TV, cinema, Video on Demand, radio, print, social and online. They will appear during XFactor and Downton Abbey on Saturday 7 November and Sunday 8 November. The digital campaign meanwhile will launch on 9 November.

Gary Booker, chief marketing officer, at Dixons Carphone said the company wanted to play on the “family politics, awkward moments and disappointing gifts” that often surround Christmas.

He added that the “Spare the Act campaign is made with this is mind, reminding customers that we understand them and that we’re there for them; whether it’s for preparation, entertainment or gifting.”

Jeff Goldblum said he was “delighted” to be involved in the “clever and timely campaign” which he said will “hopefully help people find the perfect holiday gifts for the people they care about most - without all the risky guesswork.

The Integrated marketing campaign was made by creative agency AMV BBDO, media agency Blue 449.

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