Currys helps its customers to escape the past

As back to school season approaches, Curry’s has launched its latest iteration of its Beyond Techspectations campaign, encouraging audiences to embrace the future and update their tech.

The campaign, from AMV BBDO and Spark Foundry, was born from the insight that people are holding on to their gadgets for longer and missing out on the latest advancements in technology. Addressing this growing trend in consumer behaviour, the campaign pokes fun at the past and encourages audiences to embrace the future.

In three short films, Georgians, Vikings and Knights enter Curry’s stores with their tech to spoof the idea of tech from a bygone era. Weaving in the overarching message of the Beyond Techspectations campaign, that Curry’s colleagues will go to great lengths to ensure every customer goes home with the right laptop for their needs, the employees are unfazed by the people of history. 

The customers are handed the tech of today, and as such are propelled into the future. In the background of the shot, audiences can see items from the past, such as a knight in shining armour’s horse, being escorted out of the store. No matter how far customers are stuck in the past, Currys’ colleagues are on hand to guide them into the future. 

“Most people have a laptop for somewhere between five and six years before they think of upgrading. In that time, the tech has moved on massively. So, we’re simply playing with the exaggerated feeling that those old laptops seem like they’re from a bygone era,” explains AMV BBDO Creative Directors, Jez Tribe & Dave Westland.

“Currys aims to be the go-to destination for laptop upgrades, and we've brought that to life with a campaign that’s as imaginative and memorable as our customer experience. And alongside the usual chaos of shooting in a live retail store, we threw in a dog and a horse for good measure,” added Harriet Gorman, Currys’s Advertising Manager. 

The campaign will run across TV, online video platforms and cinemas, with three spots in the series demonstrating the product benefits of Samsung, Lenovo or HP tech. 

With the signature light-hearted, humorous tone of the Beyond Techspectations brand platform, which has built ROI and the reputation of Curry’s in-store staff, the campaign underlines that there is nothing Curry’s staff can’t take on.