Curry’s employees are taking consuming knowledge to the next level with its latest brand films designed to highlight just how the tech brand goes the extra mile for its customers.
Showcased across TV and digital and following the launch of the new brand platform, “Beyond Techspectations”, this new campaign aims to shed light on its colleagues and the extensive training they receive.
Created by AMV BBDO and with media strategy by Spark Foundry the adverts embrace an approach centred around humour, giving the audience a behind-the-scenes glimpse into just how its collages gain their tech expertise.
The 30 and 15-second films depict Curry’s employees receiving their training by quite literally consuming as much knowledge as they can, or, for the other spot, cultivating long beards as a symbol of their wisdom.
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Directed by Greg Bell through Red Studios and titled ‘Stuffed’, the first advert sees three employees gobbling up various Curry’s manuals with an aim to full understand the products they are offering to customers.
One scene shows the employees inhaling the pieces of paper, as one team member exclaims, ‘I feel like I’m learning so much’, while another confessed ‘I’ve been binging the TVs’.
“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,” said Currys head of branding and advertising, Aisling Lancaster.
“Not only can you try out all the latest products, but you can rely on our colleagues’ unrivalled 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, whilst underscoring how valuable this face-to-face service is to our customers.”
AMV BBDO’s creative directors, David Westland and Jeremy Tribe, added: “Currys occupies a unique space in tech retail by doubling down on expertise and personal customer service in an increasingly online market. But it takes a really brave, confident client to let us showcase these qualities through stylised comedy.
“This campaign is a great second outing for the new Beyond Techspectations platform and we look forward to exploring more funny executions as we develop it together with Currys”.
