Currys and PC World tap into emotion of football in new campaign

Currys and PC World are hoping to tap into the excitement surrounding the upcoming football World Cup with a brand campaign aimed at positioning the retailer as the go-to destination for people wanting to buy new TVs in the run-up to the competition.

Video: Currys and PC World’s new campaign shows men trying to convince their partners to buy a new TV


The TV spots, created by AMV BBDO, launch tonight (1 May) and show men trying to convince their partners to buy a new TV while pretending its not because of the upcoming football. While the ads are aimed at promoting Currys & PC World’s range of smart TVs, unlike previous ads from the retailers they don’t feature the products themselves, instead focusing on the story of the couples.

Katie Bickerstaffe, UK and Ireland chief executive at Currys and PC World owner Dixons Retail, says: “The new creative marks a step change for our business in the way we talk about our brand and products to our customers. This summer will see an unprecedented amount of football action which we know many of our customers are deeply passionate about.

“With these ads we want to tap into that emotion, letting our customers know we are the destination for televisions and a host of other tech upgrades ahead of this summer’s big football tournament.”

Currys and PC World is launching an online hub hosting an on online buyers guide that runs viewers through the right questions to ask when looking for a new TV. Its usual Cash for Goals promotion will also run, offering registered customers £10 for every goal England score in the World Cup and £5 for every Brazil goal that can be used when purchasing a large screen TV.