Beyond Techspectation

Set to take the brand to an exciting new place in communicating their tech expertise, Currys has announced the launch of a new brand platform called “Beyond Techspectations”.

Created by AMV BBDO with media strategy developed by Spark Foundry, the aim of “Beyond Techspectations” is to show how Currys goes above and beyond in everything it does to deliver the best expertise, service, and the best possible prices for customers.

To kick this off, Currys are launching a comedic back-to-school campaign showing its team of experts going above and beyond to provide the perfect laptops for students starting the new term.

The suite of three TV ads is designed to surprise and humour Currys’ customers by showing that colleagues always provide the perfect tech advice when it is needed, even if that means appearing in the most unlikely places. This includes within a security luggage tray at the airport, from a vat of baked beans and bursting out of a cow costume in a field!

The ads were directed by Greg Bell through Red Studios at AMV and will run across TV, online and social media.

To compliment the TV ads, Currys are also working with TikTok influencers to create bespoke content for the platform. By popping up unexpectedly, a Currys colleague will hijack seemingly normal creator content to offer their tech expertise. This is just the start of “Beyond Techspectations”, with more campaigns planned to air over the coming months.