Currys Inclusive Tech Campaign "Sigh of Relief" Wins Channel 4 Award | Clapboard

Sigh of Relief

Description

In May 2025, Currys, in collaboration with Channel 4 and creative agency AMV BBDO, launched the impactful ‘Sigh of Relief’ campaign to champion inclusivity and accessibility within the tech retail space. Central to Currys’ 2024 Channel 4 Diversity In Advertising Award initiative, this film-based campaign shines a light on the experiences of three customers with accessibility needs navigating the in-store environment to purchase tech appliances. Staying true to Currys’ signature comedic and exaggerated ‘Beyond Techspectations’ tone, the ad highlights a humorous yet deeply relatable moment of relief when their needs are attentively met by Currys colleagues, skillfully illustrating the brand’s mission to make tech accessible and enjoyable for all. The narrative expertly integrates audio description and British Sign Language (BSL) interpretation as key story elements, reinforcing the campaign’s commitment to authentic representation and universal inclusivity. Developed with strategic insight from disability-focused partners including Open Inclusion, the RNID, and the RNIB, the campaign underscores how small but thoughtful adaptations in everyday technology can create meaningful improvements in accessibility. Directed by Greg Bell through Omnicom Production and supported by media planning from Spark Foundry, ‘Sigh of Relief’ debuted with a 60-second hero spot during Channel 4’s Taskmaster, followed by exclusive first-week Channel 4 airings to drive strong brand visibility. The campaign’s activation extends into organic social channels, employing tailored content to engage and educate a broad audience in entertaining, accessible ways. Anchored by the theme ‘Inclusive by Design,’ this initiative reflects Channel 4’s ongoing commitment to revolutionize advertising by embedding inclusion into production, casting, and crewing processes, thereby broadening the impact and resonance of advertising content. As the ninth recipient of Channel 4’s £1 million advertising space award, Currys joins a prestigious lineage of diverse campaigns, upholding a legacy of authentic representation and inclusivity that inspires industry-wide innovation and change.

Credits

Client

Currys, Channel 4

Agency

AMV BBDO

Brand

Currys

Campaign Title

Sigh of Relief

Client Name

Dan Rubel, Aisling Lancaster and Martin Burke

Executive Creative Director

Nicholas Hulley and Nadja Lossgott

Creative Director

Jez Tribe and Dave Westland

Creative Team

Lauren Peters and Augustine Cerf

Strategic Planner

Sam Williams and Steph Simon

Account Management

Anna Covell, Annabel Jerome, Georgia Phillips and Ottilie Shpaizer

Production House

Rory Elms and Fern Holloway, Omnicom Production

Art Director

N/A

Inclusive Design Insights Team

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Campaign Proposition

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Competitive Planks

John Lewis – Market Positioning John Lewis positions itself as a premium, customer-centric retailer known for its exceptional customer service, high-quality product range, and strong emphasis on reliability and trust. Their focus on extended warranties, expert advice, and a seamless omnichannel shopping experience differentiates them as a dependable and aspirational choice for consumers seeking both value and quality in tech and home appliances.

Argos – Market Positioning Argos leverages its extensive product range, quick availability, and convenience through a robust catalogue and online ordering system with fast in-store or home delivery options. Positioned as an accessible, value-driven retailer, Argos appeals to price-sensitive consumers who prioritize speed, ease, and a wide selection across multiple categories including tech.

AO.com – Market Positioning AO.com is an online-first retailer specializing in electrical goods with a strong focus on customer convenience, fast delivery, and competitive pricing. Their strategic emphasis on a user-friendly digital shopping experience, customer reviews, and comprehensive post-purchase support targets tech-savvy consumers looking for hassle-free appliance purchases online.

Very – Market Positioning Very differentiates itself through flexible payment options like credit and installment plans, targeting younger and budget-conscious consumers. Its strong online presence combined with lifestyle-focused marketing creates an approachable, trend-aware brand image that appeals to shoppers wanting the latest tech without upfront financial strain.

Currys PC World – Market Positioning Currys PC World positions itself as a leading multi-channel electrical retailer with extensive in-store expertise and broad product availability. It emphasizes accessibility, knowledgeable staff, and a comprehensive service offering—from sales to support—which appeals to a wide demographic including tech enthusiasts and mainstream consumers seeking trusted advice and hands-on experiences.