The objective of the brief was to clearly communicate Currys’ core competitive advantage in the UK tech retail marketplace – highly trained, knowledgeable staff.

In this film a dripping wet Currys staff member with goggles on his head greets a customer. The customer has a vintage TV that she wants to know if she can trade-in for a new one. The staff member puts his goggles over his eyes and tells her the trade-in deal. She is so surprised by the incredible value that she spits her drink all over the Currys staff member, who takes it in his stride. Clearly this kind of customer reaction happens all the time.

• Short term sales impact: campaign produced a 32% increase in ROI compared to last year’s equivalent staff expertise brand campaign

• Cut through: 20% increase in uniqueness metric vs last year’s staff expertise brand campaign