Currys PC World campaign takes the glitter out of new gadgets

Currys PC World has launched its spring campaign, centring on three TV spots showing the reality, rather than the fantasy, of new tech purchases.

  • A Hotpoint oven-based fantasy

    A Hotpoint oven-based fantasy

  • For one woman, a Beko fridge leads to hunky men

    For one woman, a Beko fridge leads to hunky men

  • A Sonos owner is less rockstar than he thinks.

    A Sonos owner is less rockstar than he thinks.

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Each spot shows an apparently "average" Brit with their new piece of kit – a Hotpoint oven, Sonos speakers and a Beko fridge – and imagining how it will change their lives.

One downtrodden woman fantasises about how she might make a cocktail that "begins with a ‘c’ and is like a mojito" with her ice-dispensing fridge. Mundane reality comes crashing in, however, in the form of a lazy husband and wilful kids.

The first of the three spots features a man fantasising about his Masterchef­-style cooking skills and ran on March 14 during Ant & Dec’s Saturday Night Takeaway on ITV1.

The Sonos ad will first run during Channel 4’s Indian Summer and the third spot will debut during Mary Portas Secret Shopper, also on Channel 4. The ads will also run on UK cinema screens ahead of big-hitters such as the new Fast & Furious and the Avengers sequel. The campaign is supported by print and social media.

Gary Booker, Currys PC World’s CMO, said: "This new campaign marks an evolution of our ‘We Start With You’ commitment, ensuring customers know we understand that they have practical requirements as well as bigger aspirations for the tech in their lives."