AMV BBDO taps dad energy for Currys campaign

The campaign expands the focus of energy efficiency beyond household electricity use, covering areas including water, food, cleaning products and time.

Currys and AMV BBDO are using the social media dad energy trend to promote more efficient technology and ways to reduce household waste in a campaign running across the UK.

The campaign extends Currys’ Beyond Techspectations platform, with Currys colleagues appearing as exaggerated energy-saving dads. The characters use moustaches, poses and unsolicited advice to demonstrate how technology can help consumers use resources more efficiently.

Currys turns energy efficiency into comedy

Product demonstrations are incorporated into the comedic scenarios to show how technology can support more efficient routines.

Jez Tribe and Dave Westland, Creative Directors, AMV BBDO: "Energy efficiency isn't an easy topic to bring to life in an entertaining way. So, when we saw the idea of leaning into the dad memes that are all over social media, we knew we could give it a unique spin for Currys."

The creative uses familiar dad behaviours from social media as a framework for communicating Currys’ expertise in energy-efficient technology. The campaign positions the retailer’s colleagues as advisers who can help customers select and use technology with efficiency in mind.

AMV BBDO campaign targets household waste

Martin Burke, Senior Advertising Manager, Currys: "Our experts know efficiency is about much more than energy. So, we're having a bit of fun with 'dad mode' to show just how many ways smarter tech can help us reduce waste. By taking the idea to an absurd extreme, Currys is making efficiency memorable, entertaining and culturally relatable, while showcasing the benefits of our products across the home."

The campaign will run until October 20 across video-on-demand, online video, radio and digital audio in the UK.

The work marks another iteration of the Beyond Techspectations platform, using humour and social culture to communicate Currys’ product expertise and approach to more efficient technology.

www.currys.co.uk

www.amvbbdo.com

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