Currys PC World launches its first ever dedicated Christmas brand advertising campaign today (Thursday, November 5).
Starring Hollywood actor Jeff Goldblum, the £10 million push aims to demonstrate that Currys PC World understands Christmas doesn’t always live up to our idealised expectations at times, and that sometimes we need to act to maintain the Christmas spirit.
The purpose of the ads is to position Currys PC World as the solution; with the right electrical product, there’ll be no need for acting this Christmas. Jeff’s role is to offer acting tips to help the British public through awkward Christmas moments.The campaign features five different executions and each one breaks over five different days, starting on air from tonight (Thursday November 5).
The first instalment of the campaign features the Nespresso Inissia coffee machine, followed by Google Chromecast, an LG 4K OLED TV, a Bosch 3D oven with hot air technology, and the intel-powered Microsoft Surface. There is a collection of 40-, 60- and 90-second ads, with a fuller length 2 minute 30 second hero ad focused around the intel-powered Microsoft Surface.
Rolling out across TV, cinema, Video on Demand, radio, print, social and online (YouTube) in the UK and Republic of Ireland, the ads will appear during some high-profile television slots on Saturday November 7 and Sunday November 8, including ITV reality talent show ‘The X Factor’ and ITV period drama series ‘Downton Abbey’.
In each of the five ads, we peek into a different Christmas scenario where characters are faced with an underwhelming moment, including receiving a disappointing Christmas present, being served burned turkey, or straining to watch a Christmas film on an old, small TV set.
As each moment unfolds, the characters struggle to hide their disappointment. Jeff Goldblum appears with some friendly acting advice to help the British public through those awkward Christmas moments.
Goldblum’s suggestion is to be empathetic with your friends and loved ones, and instead imagine the perfect Currys PC World product to hide your disappointment.
The ads aim to demonstrate that the electricals chain has everything you need to get ready for Christmas, from furnishing your home in preparation for hosting family and friends, to the latest in technology gifts.
Dixons Carphone chief marketing officer Gary Booker said: “We love Christmas and we know our customers do too, but we also know that in reality it comes with its fair share of family politics, awkward moments and disappointing gifts. Our campaign is made with this is mind, reminding customers that we understand them and that we’re there for them; whether it’s for preparation, entertainment or gifting.”
Jeff Goldblum added: “I’m delighted to be involved in this clever and timely campaign that will hopefully help people find the perfect holiday gifts for the people they care about most – without all the risky guesswork. It’s so disheartening to put your heart and soul into a gift choice for a loved one, only to discover they have three of them already – and don’t use any of them ever.”