The Channel 4 Diversity in Advertising Award-winning campaign from Currys' ‘Sigh of Relief’, hits screens today (29th May). 

The campaign from AMV BBDO places inclusivity and accessibility at the heart of the narrative, and brings to life the feeling of relief that comes with having needs met in store.

Building on Currys’ existing ‘Beyond Techspectations’ platform, the campaign focuses on the in-store experience of three customers with accessibility needs. 

Without compromising on Currys’ signature humorous tone, the spot reflects the experience that many people with disabilities face when shopping, ending in an over-exaggerated sigh of relief when their needs are met. 

The film shows customers in store speaking with Currys’ colleagues who use their expertise to identify accessibility features in everyday devices, demonstrating how small adjustments can make a huge difference. When each shopper has their needs met by the products and colleagues, they breathe a sigh of relief so big that the entire store experiences extreme winds. Colleagues' faces are blown into hilarious expressions as products fly around the store and people move through the space in extreme weather gear. The humorous hyperbole underlines the relief felt when people feel fully included. The film was directed by Greg Bell through Omnicom Production. 

Inclusive by design, the spot features an audio-describer and British Sign Language (BSL) interpreter as key characters within the storyline. By putting inclusivity front and centre, the ad not only connects with disabled audiences but also invites non-disabled viewers to reflect on the everyday tech challenges many people face.

AMV BBDO devised the initial concept for the campaign, with media planned by Spark Foundry. AMV partnered with Open Inclusion, its accessibility consultants, to gather insights and learnings from the Disabled community. They also got feedback from the Royal National Institute for Deaf People (RNID) and the Royal National Institute of Blind People (RNIB) during the production.

“This advert's power lies in its authentic portrayal of disabled shoppers, shaped by creative capability informed throughout with invaluable insights from a range of people with sight and hearing loss and dedicated co-creators. It underscores the value of more inclusive customer service and product fit. The ad remains true to the brand characteristics and values, using humour playfully, which requires courage and strong community connection to truly resonate. It is fun while fostering positive awareness and understanding,” explained Christine Hemphill, Managing Director of Open Inclusion.  

Inclusive by design

The campaign launches today (29th May) with a 60-second hero spot during Taskmaster on Channel 4. It will run exclusively on Channel 4 for its first week and be amplified across organic social media.

The campaign is the 2024 winner of Channel 4’s Diversity in Advertising Award. The awards, now in their 10th year, aim to amplify unheard voices and encourage brands to better represent modern Britain. Currys and AMV BBDO are the ninth recipients of £1 million of advertising across Channel 4. Previous winners include E45, the RAF, Maltesers, Vanish and FIFA.

The 2025 Diversity in Advertising Award will be open for entries this summer. ‘Inclusive by Design’ will also be the theme, reiterating Channel 4’s commitment to accessible advertising. 

Speaking at the launch of the campaign, Aisling Lancaster, Head of Brand and Advertising at Currys, shared her passion for making advertising more inclusive. She says: “The best thing about winning this award and making the ad has been the learnings we’ve taken onboard about how complex making ads that are accessible by design can be. Quite simply, the industry isn’t set up for it, which is why it’s been so important for us to go on this journey. As for Currys, it’s about progress over perfection.”

Working with Open Inclusion to bring audiences in, the spot embodies the ‘nothing about us without us’ ethos. 

Speaking on the campaign, AMV BBDO creatives behind the ad Lauren Peters and Augustine Cerf added: “It’s been incredible to work alongside Channel 4, Open Inclusion, RNIB and RNID on a campaign that puts accessibility at its core - prioritising products, services and a communication style that cater to people with sight loss and people with hearing loss, all while staying true to the body of hilarious and insightful work Currys has produced to date. We were definitely encouraged to think about the everyday tech challenges facing these communities, and we hope it encourages others to do the same because, ultimately, ads that are accessible to people with sight loss and people with hearing loss are better for everyone.”

Speaking at Creative Equal's RISE conference, Vanessa Vidad CRM and Systems Manager and Inclusion Co-Lead ISBA, outlined the urgency of better accessibility in advertising. ISBA is working with broadcasters to help eliminate barriers to accessibility and facilitate better access features.