‘We don’t want to be vanilla’: Currys on its ‘absurd’ advertising
Despite being close to pulling the campaign for being “too weird”, Currys’ Dan Rubel believes taking a risk is well worth it in the fight against mediocrity.
Currys has been on a mission to become more memorable, even at the risk of being “weird”.
As part of this goal, the retailer launched its ‘Beyond Techspectations’ brand platform a year ago to spotlight employee expertise instead of products and prices – the company’s first foray into purely brand-led marketing.
“There’s a reason why most ads and marketing are mediocre – it’s safe,” says Currys brand and marketing director Dan Rubel.
“As a team, we’ve wanted to step beyond that. We wanted to step outside our safety zone to create magnificent work and magnificent impact, and we were willing to take the risk to do that. It was hard.”
In the past year, Currys and agency partner AMV BBDO have launched 15 iterations of the Beyond Techspectations brand platform, each showcasing its team of experts going to “absurd” lengths to help customers in-store.
