Currys PC World has won the coveted ‘Commercial of the Year’ gong in the 40th British Arrows Awards, beating off competition from a host of other brands and all of last year’s Christmas adverts.
It was a record-breaking win for the electrical retailer with their series of Christmas adverts, featuring Hollywood actor Jeff Goldblum, scooping up a total of 21 accolades.
Created by advertising agency Abbott Mead Vickers BBDO, the ‘Spare the Act’ campaign for Currys PC World landed a total of six gold, nine silver and six bronze awards – more than any other single campaign in the awards’ history.
The humorous set of seasonal adverts saw Jeff in a variety of everyday domestic scenarios, helping people to ‘Spare the Act’ when it comes to receiving Christmas gifts from loved ones. Products featured include the Nespresso Inissia coffee machine.
Gary Booker, chief marketing officer for Dixons Carphone, said: “This is a monumental win and we’re delighted to get this recognition for our work.
“We set out to do something disruptive and to deliver a comedic and different take on the classic Christmas ad, so for us to be recognised as the best commercial of the year at the ‘Oscars’ of the advertising industry is an incredibly important and proud moment.”