Angelic Bill Bailey puts Currys PC World tech through its paces

Currys PC World has recruited comedian Bill Bailey to put its latest range of ‘new term’ laptops through their paces for the ultimate tech test.

The unconventional stunt sees Bailey ascend a scaffolding tower to enact a flamboyant stage debut for a rock gig in order to dramatize the lengths the retailer will go to ensure its products meet the demands of consumers.

Debuting tonight at 7pm during Hollyoaks on E4, the stunt also appears as a YouTube exclusive where Bailey is joined by real-world Currys PC World sales assistant Natasha Vora to demonstrate a mid-range laptop loading within nine seconds – proof that you don‘t need to break the bank for an all-singing, all-dancing model.

Supported by twin video-on-demand ads promoting the retailer’s latest tech, the advert will be followed up with a series of alternate tech tests later in the month.

Timed to coincide with students returning to university following the summer break, the advert positions Currys PC World as the logical destination for students and parents wishing to purchase a new laptop.

Corin Mills, head of brand, comms and planning at Currys PC World, said: “It’s been fantastic to work with Bill Bailey, who puts the tech through its paces to showcase the lengths Currys PC World goes to to stock the best around and how our amazing colleagues are helping the nation choose their tech, whether it’s for school, work or home.”

Produced by AMV BBDO alongside media partners Spark Foundry, the advert dovetails with financial incentives for people wishing to upgrade their laptops including trade-in deals, free delivery and a five-month subscription to Apple Music, Arcade & News+.