{"id":266662,"date":"2025-06-01T07:55:23","date_gmt":"2025-06-01T07:55:23","guid":{"rendered":"https:\/\/peraltafinancing.com\/advertising\/maa-ad-of-the-week-currys-c4-diversity-winner-from-amv-bbdo\/"},"modified":"2025-06-01T07:55:23","modified_gmt":"2025-06-01T07:55:23","slug":"maa-ad-of-the-week-currys-c4-diversity-winner-from-amv-bbdo","status":"publish","type":"post","link":"https:\/\/fivemor.com\/?p=266662","title":{"rendered":"MAA Ad of the Week: Currys\u2019 C4 diversity winner from AMV BBDO"},"content":{"rendered":"<p> <br \/>\n<\/p>\n<div id=\"the-post\">\n<p><!-- .entry-header-outer \/--><\/p>\n<div class=\"entry-content entry clearfix\">\n<p>The UK\u2019s Channel 4 helpfully dishes out \u00a31m of airtime to its Diversity in Advertising award winner and this year it\u2019s \u2018Sigh of Relief\u2019 for Currys from AMV BBDO. <\/p>\n<p>Focussing on the in-store experience of three customers with accessibility needs shopping for tech appliances, part of Currys long-running \u2018Beyond Techspectations\u2019 campaign.<\/p>\n<p><img fetchpriority=\"high\" decoding=\"async\" src=\"https:\/\/www.moreaboutadvertising.com\/wp-content\/uploads\/2025\/05\/e2c41719ac9992d8cff492e7b471b729-1024x538.webp\" alt=\"\" width=\"1024\" height=\"538\" class=\"aligncenter size-large wp-image-1828176\" srcset=\"https:\/\/www.moreaboutadvertising.com\/wp-content\/uploads\/2025\/05\/e2c41719ac9992d8cff492e7b471b729-1024x538.webp 1024w, https:\/\/www.moreaboutadvertising.com\/wp-content\/uploads\/2025\/05\/e2c41719ac9992d8cff492e7b471b729-300x158.webp 300w, https:\/\/www.moreaboutadvertising.com\/wp-content\/uploads\/2025\/05\/e2c41719ac9992d8cff492e7b471b729-768x403.webp 768w, https:\/\/www.moreaboutadvertising.com\/wp-content\/uploads\/2025\/05\/e2c41719ac9992d8cff492e7b471b729.webp 1200w\" sizes=\"(max-width: 1024px) 100vw, 1024px\"\/><\/p>\n<p><iframe loading=\"lazy\" title=\"Currys | Beyond Techspectations | Sigh of Relief [Extended Cut]\" width=\"840\" height=\"473\" src=\"https:\/\/www.youtube.com\/embed\/wlR2CBok4WU?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe> <\/p>\n<p>Currys head of brand and advertising Aisling Lancaster says: \u201cSigh of relief has given us an incredible opportunity to build on all the steps forward we\u2019re taking as a business at Currys to truly help everyone enjoy amazing technology.  It was really important to us that we didn\u2019t create a totally new creative concept \u2013 ads about accessibility don\u2019t have to be serious. So we\u2019ve built on our hyperbolic \u2018Beyond Techspectations\u2019 creative platform, with our expert colleagues at the heart of the action, this time focussing on an accessibility message.\u201d<\/p>\n<p>It is indeed an excellent campaign, wrapping an everyday brand in a kind of warm embrace: the skills which propelled AMV BBDO to the UK\u2019s top agency with work for the likes of Sainsbury\u2019s, BT and even The Economist.<\/p>\n<\/p><\/div>\n<p><!-- .entry-content \/--><\/p>\n<p>\t\t<!-- .share-buttons \/--><\/p><\/div>\n\n","protected":false},"excerpt":{"rendered":"<p>The UK\u2019s Channel 4 helpfully dishes out \u00a31m of airtime to its Diversity in Advertising award winner and this year it\u2019s \u2018Sigh of Relief\u2019 for Currys from AMV BBDO. Focussing on the in-store experience of three customers with accessibility needs shopping for tech appliances, part of Currys long-running \u2018Beyond Techspectations\u2019 campaign. Currys head of brand [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":266663,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[12023],"tags":[54649,95388,95387,12690,41461,1619,5967],"dealstore":[],"offerexpiration":[],"class_list":["post-266662","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-advertising","tag-amv","tag-bbdo","tag-currys","tag-diversity","tag-maa","tag-week","tag-winner"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.4 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>MAA Ad of the Week: Currys\u2019 C4 diversity winner from AMV BBDO - Som2ny Network<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/fivemor.com\/?p=266662\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"MAA Ad of the Week: Currys\u2019 C4 diversity winner from AMV BBDO - Som2ny Network\" \/>\n<meta property=\"og:description\" content=\"The UK\u2019s Channel 4 helpfully dishes out \u00a31m of airtime to its Diversity in Advertising award winner and this year it\u2019s \u2018Sigh of Relief\u2019 for Currys from AMV BBDO. Focussing on the in-store experience of three customers with accessibility needs shopping for tech appliances, part of Currys long-running \u2018Beyond Techspectations\u2019 campaign. Currys head of brand [&hellip;]\" \/>\n<meta property=\"og:url\" content=\"https:\/\/fivemor.com\/?p=266662\" \/>\n<meta property=\"og:site_name\" content=\"Som2ny Network\" \/>\n<meta property=\"article:published_time\" content=\"2025-06-01T07:55:23+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/fivemor.com\/wp-content\/uploads\/2025\/06\/e2c41719ac9992d8cff492e7b471b729.webp.webp\" \/>\n\t<meta property=\"og:image:width\" content=\"1200\" \/>\n\t<meta property=\"og:image:height\" content=\"630\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/webp\" \/>\n<meta name=\"author\" content=\"admin\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"admin\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"1 minute\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/fivemor.com\/?p=266662#article\",\"isPartOf\":{\"@id\":\"https:\/\/fivemor.com\/?p=266662\"},\"author\":{\"name\":\"admin\",\"@id\":\"https:\/\/fivemor.com\/#\/schema\/person\/b85e3c3dc0e1daea076524dc8810c371\"},\"headline\":\"MAA Ad of the Week: Currys\u2019 C4 diversity winner from AMV BBDO\",\"datePublished\":\"2025-06-01T07:55:23+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/fivemor.com\/?p=266662\"},\"wordCount\":211,\"commentCount\":1,\"publisher\":{\"@id\":\"https:\/\/fivemor.com\/#organization\"},\"image\":{\"@id\":\"https:\/\/fivemor.com\/?p=266662#primaryimage\"},\"thumbnailUrl\":\"https:\/\/fivemor.com\/wp-content\/uploads\/2025\/06\/e2c41719ac9992d8cff492e7b471b729.webp.webp\",\"keywords\":[\"AMV\",\"BBDO\",\"Currys\",\"Diversity\",\"MAA\",\"Week\",\"Winner\"],\"articleSection\":[\"Advertising\"],\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"CommentAction\",\"name\":\"Comment\",\"target\":[\"https:\/\/fivemor.com\/?p=266662#respond\"]}]},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/fivemor.com\/?p=266662\",\"url\":\"https:\/\/fivemor.com\/?p=266662\",\"name\":\"MAA Ad of the Week: Currys\u2019 C4 diversity winner from AMV BBDO - 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