The Drum Awards Festival - Extended Deadline

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By Jennifer Faull, Deputy Editor

October 13, 2023 | 2 min read

The new spots come as part of its ‘Beyond Techspectations’ campaign to show the tech knowledge of its in-store teams.

Created by AMV BBDO, Currys has released a new series of ads that take a playful approach to promoting that its staff go the extra mile when it comes to brushing up their knowledge on the products it sells. Even if that means eating instruction manuals.

Aisling Lancaster, head of brand and advertising at Currys said: “We know that our customers relish the opportunity to get hands-on with all the amazing tech we sell, and our stores are the best possible place to do this. Not only can you try out all the latest products, but you can rely on our colleagues’ unrivaled tech expertise to help find the right tech for you.

“These ads allow us to playfully show just how far our colleagues are willing to go to make sure they are tuned in to today’s tech trends while underscoring how valuable this face-to-face service is to our customers.”

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The 30 and 15-second films, directed by Greg Bell through Red Studios, will run across TV and digital.

As part of the media strategy developed by Spark Foundry, shorter formats will offer a snapshot of the campaign on different platforms.

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