AMV BBDO, Currys Address 'Laptop Rage' in Comedic Ad Series

Currys just launched a series of hilarious ads that aim to address "laptop rage."

Made together with advertising agency AMV BBDO, the U.K.'s largest tech retailer is going far and "Beyond Techspectations" to tackle the frustrations its customers have about their janky laptop units.

The three commercials serve as the latest installment of its ongoing series, which touts its own reliable tech experts and commitment to excellent customer service. 

By showcasing ingenious, albeit hilarious, methods of calming stressed customers, Currys is able to reinforce its brand values, gaining the opportunity to reach new audiences and increase customer loyalty. 

 

 

 

 

 

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AMV BBDO creative directors Jeremy Tribe and Dave Westland further shared the meaning of "laptop rage," derived from "infuriating lagging, crashing and the dreaded spinning wheel of death — and the intense stress these can bring."

With this consumer insight, the agency was tasked with ensuring Currys remains the people's go-to laptop destination in time for the back-to-school season.

Currys Head of Brand and Advertising Aisling Lancaster expounds on the idea behind the campaign:

"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." 

Lancaster concludes her statement by saying the use of humor and the unexpected lengths the Currys team goes to lighten the mood while boosting the brand's memorability. 

Quelling 'Laptop Rage'

Each spot under the new campaign showcases the unique and caring approach its expert colleagues take as they assist "laptop ragers" in choosing a new laptop.

In the spot highlighting the HP Pavilion laptop model, a man walks into the Currys store screaming over his tech problems as staff members quickly approach him. 

They then recommend Microsoft's Copilot to find facts fast on the HP Pavilion, powered by an Intel Core processor.

The spot ends with a call-to-action, inviting users to buy new units with its budget-friendly installment deals. 

Another advert sees a woman barging into the store shouting at her screen, as employees calmly invite her to take a seat beside them. 

In unison, Currys experts begin to chant "lag," as they recommend Google's Chromebook Plus to the customer, "now with Gemini, an AI assistant from Google Chat to start writing, learning, and more."

The woman rejoices as the staff gathers around to comfort her. 

The last commercial, dedicated to the Lenovo Yoga, starts with an angry man grumbling at his laptop.

A store clerk then tries her best not to aggravate the laptop rager, quickly grabbing his laptop from his arms and handing him a Lenovo Yoga, powered by Intel Core Ultra processors.

This calms the man down, as the woman pats his back and the spot ends.

Previously, AMV BBDO worked on an innovative campaign with VOXI Mobile, turning chicken boxes into phone stands.

Editing by Katherine 'Makkie' Maclang