Additional Information


Content

Watch: AMV BBDO's first ads for Dixons

Currys & PC World has launched its first ad campaign created by Abbott Mead Vickers BBDO, a World Cup-focused ad campaign featuring men making up pretend reasons to buy a new TV.

Share this article

The three 30-second ads are based on the idea that couples try to cleverly manipulate each other when one wants to buy an expensive product such as a TV for their own personal enjoyment. The campaign breaks today.

The films feature men making clumsy attempts to persuade their wives and girlfriends to agree to a TV upgrade ahead of the Fifa World Cup, by suggesting their intentions are nothing to do with the football event.

AMV BBDO won the £46.8 million account for Currys & PC World-owner Dixons Retail in January from M&C Saatchi. Both Dixons and AMV BBDO have called the ads a "step change" in the retailer’s marketing approach.

In one of the ads, a man on a date with his partner tells her he would like a new TV to let her watch "that castle programme that you love".

In another, a father describes to his daughter how wonderful it would be to see documentaries about penguins on a new TV, but his wife can tell that he is really interested in watching the football.

The campaign aims to promote Currys & PC World’s range of HD and Ultra HD smart TVs. It is running until June, and includes a radio partnership with TalkSport.

Katie Bickerstaffe, the chief executive of Dixons Retail UK & Ireland, said: "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."

The copywriter for the TV ads at AMV BBDO was Zac Ellis and the art director was Rich Littler.

The video ads will be hosted on a "hub" on Currys & PC World websites, as well as on YouTube. The hub also features an online buyers' guide film featuring Sky Sports’ 'Fantasy Football' presenter John 'Fenners' Fendley, who looks at what questions consumers should ask when buying a new TV.

This article was first published on campaignlive.co.uk

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus

Additional Information

Latest jobs Jobs web feed

FROM THE BLOGS

The Wall blogs

Let’s taste the music External website

by Greg Taylor, 24/10/2014

 

Six vital ad:tech themes for 2015 External website

by Neil Higgins, 24/10/2014

 

Are you singular or plural? External website

by Rachel Brushfield, 24/10/2014

 

Back to top ^