Currys has unveiled a new campaign to help customers apply an “energy-saving mindset” to tech in the home.
Part of the retailer’s ‘Beyond Techspectations’ brand platform, the campaign uses the ‘dad energy’ trend to showcase how colleagues can help customers under smarter, more efficient tech.
Devised by advertising agency AMV BBDO, it demonstrates how its products can reduce waste, whether than is energy, food, cleaning products or time.
Martin Burke, senior advertising manager at Currys, said, “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.”
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Jez Tribe and Dave Westland, creative directors at AMV BBDO, added: “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.”
It will run across video-on-demand, online video, radio and digital audio in the UK until October 20.
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