Humour and relatability join forces to highlight excellent customer service and staff expertise at Currys, the UK’s largest tech retailer. As part of the ‘Beyond Techspectations’ platform, the new campaign titled ‘Laptop Rage’ was created with the help of AMV BBDO and Spark Foundry.

In three new 30-second films, the retailer shows that it understands the frustration that occurs when tech isn’t performing at its best. Tackling the feelings of ‘laptop rage’, the campaign demonstrates how Currys’ employees are well-equipped to find customers the products they need to make their lives easier.

Each of the films begins with an annoyed customer walking into a brand of Currys and screaming at their laptops. A keen-eyed Currys employee identifies the cause of the behaviour and diagnoses ‘laptop rage’.

Once the issue is identified, the customers are calmed with expert methods, before being given a new laptop that does not incite rage. Through both the personalised calming exercise and recommended laptop solution, Currys demonstrates an effective knowledge of its customers.

Each employee knows exactly what each customer needs, and the ways to solve their issue. Thus, the campaign serves to reaffirm the brand’s role as go-to tech experts.

At the same time, by playing on a relatable issue - tech frustration - the brand is able to position itself well in tune with its customer base. The ‘laptop rage’ campaign addresses real problems faced by audiences.

Speaking on the campaign, Currys Head of Brand and Advertising, Aisling Lancaster, said: “These ads again highlight our brand superpower; our colleague expertise. This time by focussing 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”.

The ‘Laptop Rage’ campaign comes just in time for the back-to-school period, where students and parents are looking for the right equipment to take into the next academic year. As Jeremy Tribe and Dave Westland, AMV BBDO Creative Directors, explain: “With the back-to-school period being the typical time to upgrade, our task was to ensure Currys remains consumers’ go-to laptop destination - with their fully trained employees on hand to diagnose the problem in the most unexpected ways.”

All three of the films were directed by Greg Bell via Red Studios. They are running nationwide, across TV, VOD, OOH, and social media, in the run up to the new academic year.

Coming just in time for the back-to-school season, tackling a relatable issue with humour, the ‘Laptop Rage’ campaign uses timing, consumer insight, and brand positioning to present Currys as the go-to brand for tech and expertise.