Black Friday just got BIGGER!

Currys is cutting through the Black Friday chaos with a choir which, like Currys deals, just gets bigger and better.  

AMV BBDO’s new campaign harnesses the power of audio to bring the retailer’s “Even Bigger Black Friday Event” to life. The work features an in-store choir of male and female bodybuilder colleagues, growing larger as their performance reaches a crescendo – very much to the surprise of two customers. The creative sits within the “Beyond Techspectations” platform where Currys colleagues go above and beyond to ensure everyone is able to enjoy the benefits of amazing tech at the best possible prices. 

The campaign doubles down on the success of last year’s choir, which played out across radio, OLV and social, this time all activity has been unified under one consistent Black Friday message, in order to make an even bigger impact during Currys’ most important trading moment of the year. The result is a powerful campaign with a single, memorable line that works across every channel, and includes supplier focused communications. 

In keeping with Currys’ “Beyond Techspectations” platform, the work uses humour, exaggeration and the unexpected to make the scale of the choir something that people will remember. “O Fortuna” from Carmina Burana has been reimagined with new lyrics that drive home the message that Currys is staging an “Even Bigger Black Friday Event” for 2026. 

The tune has been reworked into a bombastic, catchy version, designed to be an effective earworm and give the retailer a competitive edge at a crowded time of year. In true Currys’ fashion, it is delivered through appropriately exaggerated performances that make the message memorable, entertaining – and impossible to ignore. 

AMV BBDO’s campaign is built around a simple shopper insight. Everyone wants to know they are getting the very best price. During Black Friday, customers are looking for reassurance that now is the right moment to buy, and that they won’t get a better price elsewhere. 

Aisling Lancaster from Currys said: “Black Friday is Currys’ biggest trading moment of the year, and this time around we know that the unified message and the sheer scale of the event will resonate with and reassure our consumers that we can give them the best price on tech purchases for Black Friday.” 

Dave Westland and Jez Tribe from AMV BBDO said: “This year, Black Friday at Currys is even bigger. Our job was to make this feel as big as possible in a way that only Currys could: so naturally, we went for a choir of bodybuilders with massive muscles to create a big, memorable spot.”

AMV BBDO’s campaign will run all the way from 28th October to 1st December across TV, BVOD, online video, Meta, YouTube, linear radio, digital audio, digital print and digital banners, alongside supplier-focused communications.