Dixons returns to TV with ‘affordable aspirational’ ads

Electrical retailer Dixons is returning to television advertising for the first time in three years, in an effort to make the brand more aspirational.

The TV ad, created by M&C Saatchi, will emphasise the availability of hi-tech products at affordable prices, and will use the line: “The future for less”. Media buying for the campaign, which is being supported by print advertising, is through Walker Media.

The futuristic campaign breaks on September 29 and is part of a remodelling of the retailer, which is also revamping its stores and investing in staff training. It follows a store-reduction programme that has seen the closure of 106 loss-making shops, leaving an estate of 214.

Dixons marketing director John Mewett says: “This campaign reasserts our passion for technology and confirms that Dixons is changing. Our goal is constantly to surprise and delight our customers by aligning our brand and services with the aspirational qualities of the products we sell.”

Dixons is trialling a larger edge-of-town store concept, Dixons XL, in six locations. It has yet to decide whether to proceed with the project.

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