Curry’s employees are taking consuming knowledge to the next level with its latest brand films designed to highlight just how the tech brand goes the extra mile for its customers.
Showcased across TV and digital and following the launch of the new brand platform, “Beyond Techspectations”, this new campaign aims to shed light on its colleagues and the extensive training they receive.
Created by AMV BBDO and with media strategy by Spark Foundry the adverts embrace an approach centred around humour, giving the audience a behind-the-scenes glimpse into just how its collages gain their tech expertise.
The 30 and 15-second films depict Curry’s employees receiving their training by quite literally consuming as much knowledge as they can, or, for the other spot, cultivating long beards as a symbol of their wisdom.
Subscribe to Marketing Beat for free
Sign up here to get the latest marketing news sent straight to your inbox each morning
Directed by Greg Bell through Red Studios and titled ‘Stuffed’, the first advert sees three employees gobbling up various Curry’s manuals with an aim to full understand the products they are offering to customers.
One scene shows the employees inhaling the pieces of paper, as one team member exclaims, ‘I feel like I’m learning so much’, while another confessed ‘I’ve been binging the TVs’.
“We know that our customers relish the opportunity to get hands-on with all the amazing tech we sell, and our stores are the best possible place to do this,” said Currys head of branding and advertising, Aisling Lancaster.
“Not only can you try out all the latest products, but you can rely on our colleagues’ unrivalled tech expertise to help find the right tech for you.
“These ads allow us to playfully show just how far our colleagues are willing to go to make sure they are tuned-in to today’s tech trends, whilst underscoring how valuable this face-to-face service is to our customers.”
AMV BBDO’s creative directors, David Westland and Jeremy Tribe, added: “Currys occupies a unique space in tech retail by doubling down on expertise and personal customer service in an increasingly online market. But it takes a really brave, confident client to let us showcase these qualities through stylised comedy.
“This campaign is a great second outing for the new Beyond Techspectations platform and we look forward to exploring more funny executions as we develop it together with Currys”.
66 Comments. Leave new
I am disgusted that an advert of this nature could encourage young children to eat paper. The consequences could be very serious and possibly deadly. Surely, this advert should have been vetted by someone who had a degree of common sense. Please take it off air before someone is hurt or killed.
Absolutely Spot on. God knows what the poor sods actually working on the shop floor at Curry’s think? You can bet that they weren’t consulted before these “adverts” were screened. Embarrassing.
If Carlsberg did tech adverts Currys should appoint them.
This advert is dangerous for children it tells all ages of kids to gain knowledge by eating the papers from a book. Whomever came up with this idea obviously does not have the (knowledge) about the younger generation.
I have reported this advert to asa.
What on earth is the curry advert about never seen such a load of old tosh in my life long silly beards wisdom pffft and adults eating paper what happened to good old catchy advertising come on curry’s this advert is absolutely rubbish the actors have been recieved payment under false pretences can you imagine who I’m in the curry’s advert watch for me I’m the 1 with the long beard eating paper
I instantly thought of young children copying the paper eating
Did somebody really sign this off as acceptable or even safe ?
Have to agree, these adverts are awfull I cringe everytime I see them. Come on Curry’s get your act together.
Makes me feel sick can’t watch it
This is a disrespectful advert that has no regard for those who have pics.
Research has not been carried out and is highly offensive to those who have this condition
Advise to remove immediately
I have to look away and mute it. What are they teaching media students? There has been a definite fall in quality of adverts. The women stroking their beards and smiling and the men come to that look rediculous. Take it off air asap.
I think the advert of people eating paper is more than disgusting and whoever made it up needs to be FIRED. Encouraging kids to eat paper. The MOST STUPID ADVERT IVE SEEN IN MY LIFE
Worst adverts on television. Truly awful.
Advert is dangerous. S child could die. Should b taken off air
The advertising is supposed to be honest and truthful, according to the ASA, so who signed these untruthful and frankly dangerous adverts off?
How reassuring to see the avalanche of `offended` wokists airing their ludicrous ignorance.
My grandchildren saw both adverts and realized straight away that they were funny and humorous.
The suggestions that they demean customers have obviously touched a raw nerve with the angry mob on here.
Grow up and get a life.
Absolutely Spot on. God knows what the poor sods actually working on the shop floor at Curry’s think? You can bet that they weren’t consulted before these “adverts” were screened. Embarrassing.
This Currys advertisement is Dangerous showing staff eating paper what next ?.
Whoever writes the Curry’s adverts should be sacked. Truly dreadful
Two disgusting adverts! I had initially thought how stupid/offensive the beard one is – particularly to women who suffer from excess facial hair – but hadn’t really thought about the paper-eating one until I read other comments here. Not being a parent, I hadn’t thought about that aspect but now wholeheartedly agree. If I hadn’t been to Currys before, these ads would certainly not encourage me to go there.
I have seen both of the Curry’s adverts, ie: The one with the Beards, (wisdom), and the one with the staff eating paper, (taking in Knowledge)
I can’t believe an advert could be put on TV and expect customers to have confidence to visit your stores. To be perfectly honest, you have made a mockery out of your staff, and the general public.
Who ever thought these were a great advert for your Reputable company, obviously don’t understand what brings customers through the door.
These adverts are an insult to peoples intelligence not to mention the eating of paper dangerous to children. Far from encouraging me to shop at Curry’s, I will now go out of my way to avoid them even if it means paying a higher price. Do Curry’s read these comments?
The new Curry’s advert is ridiculous and chauvinistic, implying that you need to be male to be wise. How degrading for the actresses to have to wear those beards and act out such an awful advert.
currys need to employ a new advertising agency these ads like so many are insulting and abusive
Never liked Currys anyway. Pushy, aggressive salespeople who won’t take no for an answer and now these two ludicrous adverts. The beard one is so stupid, it’s an embarrassment to watch and insulting & demeaning to actresses and the paper eating one is just completely irresponsible. How they ever got approval by the ASA is a mystery.
I can’t believe how stupid Currys adverts are! Advertise your products, we don’t really care about your crap training programme. They seem to be aimed at a bunch of morons, stop dumbing down
What a rubbish advert – gives me the heave that one with the beards. Creepy looking as
The advert is so stupid who really thought it would make the public buy from currys really, I think we have more sense than that embarrassed to even watch it
What an appalling way of advertising
What absolute rubbish along with the beard advert. Both should be removed, puts me off going anywhere near a curry’s stire.
The Curry’s adverts adverts are an embarrassment. So demeaning. Scrap them.
Make a complaint to the ASA. It’s very irresponsible and highly dangerous to encourage young children who could easily be watching, to shove paper from appliance instructions into their mouths. So so dangerous.
Showing adults eating paper is bound to influence children who will think it’s ok to eat paper too – who thought this was acceptable to broadcast? I have reported to ASA too
Anyone who has ever asked a question in a Curry’s store will be surprised by this campaign.
Awful, Awful, Awful adverts!!
Heads should roll!
So many crap adverts
Sickening. I have joined the never again going to Currys crowd. Whatever were the creators and whoever signed them off thinking?
The currys beard advert is appalling and offensive. The paper eating advert is dangerous and ridiculous. What on earth were curry’s thinking. They don’t encourage a shopping trip.
So when young, impressionable children see this advert with adults eating paper thinking this is the way to gain knowledge instead of reading and learning – and then going on to choke is a good idea?
Obviously signed off by someone who hasn’t any children and thinks it’s funny. How can a reputable company lower itself so much.
I totally agree, very dangerous and unacceptable advert
This advert needs to be taken off TV you children see this advert and its giving them the wrong message. They think it’s ok to eat paper. What next do we have to wait until a child goes to A&E ridiculous!!
This advert is dangerous for children it tells all ages of kids to gain knowledge by eating the papers from a book. Whomever came up with this idea obviously does not have the (knowledge) about the younger generation. ????????
Yes, I’ve made an official complaint about this. It’s stupid. People eating paper. If children see this they could copy it and choke to death. Really irresponsible and at first I didn’t give it much thought but then my media training kicked in.
What prats curry’s are, who is doing the adverts, a bunch of six formers?
Unbelievable. Some Toss pot “expert” consultants will have been paid a fortune to come up with this Cack!
My thoughts exactly
Nor will I, EVER! Have Currys even replied or commented on the response to their ad?
As someone who has often purchased through Currys, I think their current adverts are dreadful and consider them insulting to both staff and customers!
Curry’s adverts are absolutely dreadful in every way.
The male voiceover on the current campaign is also absolutely awful, sounds extremely ‘chav’
This is the worst advert I have seen for a very long time .. eating paper . Really … if a child sees this and dies after eating paper we will know who to blame … it should be taken off the air asap
Totally irresponsible advert that should never have been televised
I totally agree with the other comments re staff eating paper ..very dangerous to children .
Also the one with all staff male and female with beards!
Both adverts have totally put me off buying anything from Curry’s
Worst adverts EVER
These adverts with beards and stuffing paper are degrading to actors and insulting to potential clients. They can surely come up with something better than this if they have all this knowledge!
Degrading to actors? Why are actors above the rest of us?
Best advert on telly at the moment; it’s a great laugh.
Surely an early contender for “Sarcastic Comment of the Year” 2024.
How much more stupid are these adverts going to get?
The Advertising standards agency should be monitoring and controlling these pathetic ads that have little to do with the products they are promoting..
Advert should be removed, young children would see this as an OK thing to do ,no it’s ridiculous and dangerous.
Asa take off air asap. Bloody stupid. I def won’t go to Curry’s ever again
This is a ridiculous advert i cant shop at currys anymore after seeing this ridiculous advert i cant enter a currys store anymore
What utter Muppet signed off this ad campaign, they need sacking.
I will never shop with Curry’s again due to these idiotic ads, they insult the hard working staff, the poor actors having to be ridiculed by these ads, and most importantly the customer’s intelligence. Worst ad campaign in years.
Absolutely stupid advert which could easily put ideas into kids heads. Should be banned and taken off air asap
The curry’s instruction manual and beard adverts are so poor and actually an insult to the intelligence of the consumer.
Cannot see any value or rationale – dedicated knowledgable staff – hardly -hopefully no child will believe you can eat and thereby understand an instruction manual !
This is not the good old days when people might say “he’s swallowed a dictionary” or “I’ll eat my words”, but people, children included, actually had a brain. Now you have to pamper everyone as nobody is able to use common sense any more. If everyone commenting here thinks their own kids might do this then it’s those people who want locking up for the safety of the kids as they obviously don’t know how to bring up children.
I also thinks the eating of paper is stupid and dangerous along with the beatd advert which I think is utterly stupid.