Tech retailer Currys is showcasing its expertise in supporting stressed customers with ‘Laptop Rage’, the latest instalment in its popular ‘Beyond Techspectations’ brand platform.

Devised by London-based agency AMV BBDO, the new series of three 30-second clips vaunts the ‘Laptop Range’ appeasement skills of the retailer’s staff as they deal with various disgruntled customers.

The humorous films see each customer calmed as if they were a distressed steer, with each member of staff showing them how a new, more powerful laptop can help them through their anger.

“These ads again highlight our brand superpower; our colleague expertise. This time by focussing on a real, relatable human truth – that rage we’ve all felt towards our laptop when it’s not quite working in the way it should,” Currys head of brand and advertising, Aisling Lancaster said.

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“And of course, whatever the level of laptop rage you’re feeling, our expert team is ready and waiting to help. The use of humour and the unexpected lengths our colleagues go to not only lightens the mood but also boosts memorability of our brand and offer.”

Directed by Red Studios’ Greg Bell, the films will be pushed out nationwide via TV, video-on-demand, out-of-home and social media, spotlighting Currys’ latest laptop range and finance schemes.

AMV BBDO creative directors Jeremy Tribe and Dave Westland added: “We’re all familiar with Laptop Rage… infuriating lagging, crashing and the dreaded spinning wheel of death – and the intense stress these can bring.

“With the back-to-school period being the typical time to upgrade, our task was to ensure Currys remains consumers’ go-to laptop destination – with their fully trained employees on hand to diagnose the problem in the most unexpected ways.”