Currys has stepped up their game with the latest installment of their “Beyond Techspectations” campaign, and it’s one for the books (or screens, if we’re keeping up with the times). Created by AMV BBDO, this ad brings a playful, almost cheeky reminder of why in-store shopping can still be a great experience—particularly in the age of online shopping domination. The idea is clear: why just click and scroll when you can actually see it, feel it, try it?
This 30-second ad is like a satirical short film that takes a jab at the stereotypical online shopper. The story follows a group of these “digital devotees” as they experience the wonders of physical stores, particularly Currys, for the first time. And of course, the laughs come from their bumbling attempts to interact with real-world objects as if they were still behind a screen. The ad’s humor reaches its peak with a scene where one customer, expecting to have a “virtual” experience with a hairdryer, gets blown away (literally). The absurdity is light-hearted and effective, while the underlying message—that you can’t truly grasp the quality of a tech product without interacting with it in person—hits home.
The documentary-style filming, complete with shaky handheld camera work, gives the ad a grounded feel while amplifying the humor. By mixing real-life ridiculousness with a satirical narrative, the ad delivers on its mission to show how shopping IRL (in real life) at Currys is a uniquely tactile experience that’s impossible to replicate online.
Final Thoughts
Currys’ “Beyond Techspectations” ad campaign is a win in terms of humor, execution, and brand messaging. It’s a clever way to poke fun at the digital age while also making a solid case for the value of in-person shopping, particularly when it comes to big tech purchases. It’s funny, direct, and gets to the heart of what Currys can offer that the internet can’t—tactile engagement and human expertise.
Credits
Client name: Dan Rubel, Aisling Lancaster, Martin Burke, and Harriet Gorman
CCO: Nick Hulley and Nadja Lossgott
Creative Director: Jez Tribe and Dave Westland
Creative Team: Will Brookwell and Louis Prenaud
Agency Planning Team: Sam Williams
Agency Account Team: Alex Bird, Jonny White, Annabel Jerome and Tayo Ruddock
Agency Producer: Rory Elms
Media Agency: Spark Foundry
Media Agency Team: Rebecca Dorfman, Elizabeth Swadling, Oli Moore and Olivia Chads
Production Company: Red Studios
Director: Greg Bell @ Nice Shirt
Production Co. Producer: Richard Martin @ Nice Shirt
