Currys new advert highlights the value of real-life, in-store shopping where customers can get stuck in and ‘see it, feel it, try it’ before they buy.

Put together with creative agency AMV BBDO, the 30-second film shows a group of die-hard shoppers as they are introduced to an in-store experience.

The humorous spot – shot with a handheld documentary look and feel – shows customers being blown away by the experience (quite literally, for one customer trying a hairdryer!).

Launching this week, the tech retailer’s latest campaign will run for 15 weeks, well into the Christmas and New Year sales period.

AMV BBDO creative directors Jeremy Tribe and Dave Westland said: “Currys have a fantastic online set-up, but their commitment to stores and personal expertise is their biggest competitive advantage.”

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“So the idea of die-hard online shoppers opening their eyes to the wonders of real-life stores seemed like a great business insight and, importantly, really funny.”

It is the latest in the retailer’s humorous ‘Beyond Techspectations’ campaign which has spanned 14 adverts over the past 12 months.

The ongoing brand platform has bolstered return-on-investment for the business, with a 44% year-on-year sales increase.

Spark Foundry managing partner Rebecca Dorfman added: “We want everyone to know the benefit of shopping in-store at Currys. To do this, we built a dual-level media strategy, focussed on mimicking the window-shopping experience at scale.”

“Launching with a nationwide TV campaign, we are doubling down with contextual placements in digital retail spaces and on expert review sites encouraging people to visit Currys in-store to ‘see it, feel it, try it’ IRL.”