Currys and AMV BBDO Celebrate Inclusion with Award Winning Campaign

​Currys has launched its 2024 Channel 4 Diversity In Advertising Award campaign, ‘Sigh of Relief’, which places inclusivity and accessibility at the heart of the narrative. It will be backed by £1 million of advertising space across Channel 4.

The concept focuses on the in-store experience of three customers with accessibility needs when shopping for tech appliances. Seeking to resonate with the experience that many people with disabilities face when shopping, the ad maintains Currys comedic and hyperbolic ‘Beyond Techspectations’ style by featuring an over-exaggerated sigh of relief when their needs are met by a Currys colleague.