Abbott Mead Vickers BBDO created the campaign, which aims to position the brand as the go-to retailer for advice and expertise on the latest technology. The 60-second launch ad will debut on ITV tonight during a break in the Champions League coverage.
The ad shows hundreds of white goods and electronic items moving around in a choreographed sequence, until only one laptop remains and a voiceover – provided by Shaun of the Dead actor Nick Frost – says: "From our range of 10,000 products, we’ll help you find the one that’s just right for you."
The TV ads will be backed by print and radio executions, as well as idents.
The work was written by Toby Allen, art directed by Jim Hilson and Mike Hannett, and directed by Chris Cairns through Partizan. Walker Media handled the media planning and buying.
Gary Booker, the chief marketing officer at Currys PC World, said: "The new ‘we start with you’ creative reflects the uniquely personal way in which we talk to customers on a daily basis.
"As everyone’s lives seem to be getting busier and busier, our goal is to help people find the right products more effectively through our friendly, knowledgeable team’s highly tailored approach."
Ian Pearman, AMV BBDO’s chief executive, said: "'We start with you’ is bigger than just an advertising line. This is a way of thinking and working that runs throughout the heart of the business."
AMV BBDO has been working with Currys PC World it won the Dixons Retail account from the long-term incumbent, M&C Saatchi. Dixons Retail has since merged with Carphone Warehouse to become Dixons Carphone.