Currys tackles ‘laptop rage’ in three comedic spots
Currys has released a campaign exploring how its colleagues help customers tackle “laptop rage”.
Created by Abbott Mead Vickers BBDO, “Laptop rage” is part of the tech retailer’s “Beyond techspectations” platform, which launched last summer.
Three films show customers walking into Currys growling and screaming at their laptops. The tech experts knowingly look at one another and calmly say: “Laptop rage.”
Two of the spots depict the colleagues taming the customers like wild animals and another shows them inviting the customer to a therapy session.
Aisling Lancaster, head of brand and advertising at Currys, said: “These ads again highlight our brand superpower; our colleague expertise. This time by focusing on a real, relatable human truth: that rage we’ve all felt towards our laptop when it’s not quite working in the way it should.
“And of course, whatever the level of laptop rage you’re feeling, our expert team is ready and waiting to help. The use of humour and the unexpected lengths our colleagues go to not only lightens the mood but also boosts memorability of our brand and offer.”
The ads were directed by Greg Bell through Red Studios and were created by Jez Tribe, Dave Westland, Rachel Tweedy and Jamie Chang.
Tribe and Westland, creative directors at AMV BBDO, added: “We’re all familiar with laptop rage… infuriating lagging, crashing and the dreaded spinning wheel of death – and the intense stress these can bring.
“With the back-to-school period being the typical time to upgrade, our task was to ensure Currys remains consumers’ go-to laptop destination, with their fully trained employees on hand to diagnose the problem in the most unexpected ways.”
“Laptop rage” is running across TV, video on-demand, out of home and social media. Media planning and buying was handled by Spark Foundry.
Sophia Evans, planning director at Spark Foundry UK, said: “With new technology being a key motivator for store visits, Currys wanted to communicate the benefits of buying new tech, such as laptops, from its stores ahead of the new term.
“As this audience values expertise, we were able to drive awareness of the new term campaign by using a blend of channels to highlight both the special offers and how Currys’ colleagues can help any individuals experiencing the all-too-familiar laptop rage.”
The campaign follows Currys work such as “No distractions” and “New term”.