Following the launch of the new brand platform “Beyond Techspectations” through a back-to-school campaign in August, Currys is taking humour to the next level in its latest set of brand films.

Created by AMV BBDO, “Beyond Techspectations” aims to showcase how Currys consistently goes the extra mile to deliver the best expertise and tech knowledge through its colleagues and the extensive training they receive.

Fulling embracing an approach centred around humour, the series of ads are set to show the retailer’s unrivalled tech expertise and its colleagues’ commitment to going above and beyond in the most engaging and memorable way possible, whether that means eating instruction manuals to gain extra knowledge or cultivating long beards as a symbol of their wisdom.

The 30″ and 15” films, directed by Greg Bell through Red Studios, will run across TV and digital. As part of the media strategy developed by Spark Foundry, shorter formats will offer a snapshot of the campaign on different platforms.

Find out more on AMV BBDO.