Currys PC World uses humour to stand out this Christmas

The retail brand is hoping its lighter ‘Get It Right’ Christmas campaign will achieve standout amid rival’s “sentimental” efforts.

Currys PC World is focusing on humour in a bid to portray its brand personality for this year’s ‘Get It Right’ Christmas campaign.

Each of its TV ads plays on a fictional family member dropping unsubtle hints about what they want for Christmas, with a mother dressing up her son for his nativity play with a gift of giant aluminium foil headphones opposed to myrrh. Another shows a man setting up a Christmas light display that highlights a neighbour’s impressive TV.

The ads also talk up the brand’s low prices and ‘Get it right’ approach to customer service while spotlighting products including Bose wireless headphones, an Xbox One and a Samsung Galaxy Tablet.

Currys PC World will also have a primetime sponsorship of Christmas movies on Channel 5 for the campaign, which was created by AMV BBDO. The campaign will also be rolled out across the usual video on demand, social and online channels.

Speaking to Marketing Week, Georgina Bramall, head of brand and advertising at Dixons Carphone, said she hoped the campaign’s focus on comedy would achieve more cut-through.

“Humour felt like it was the most natural fit for us in terms of our brand personality, as well as giving us the best shot of cutting through and being part of the conversation.”

Earlier this year, her boss Gary Booker spoke of “fatigue” around the emotional approach to Christmas ads prioritised by the likes of John Lewis. And Bramall wouldn’t be surprised if brand’s consciously counter the department store’s highly-anticipated campaign.

“Obviously there’s a real drive towards sentiment around this time of year, with other retailers really playing on this emotion,” she added.

“It was interesting to see how there was some real reaction to these types of ads last year, in particular how other brands reacted to that sentiment. For instance, I really enjoyed seeing Aldi’s reaction to the John Lewis ad. So it will be interesting to see what happens this year.”

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