Currys has launched its new advertising campaign ‘Sigh of Relief’, as part of the 2024 Channel 4 Diversity In Advertising Award.

The campaign focuses on accessibility and inclusivity, backed by £1 million of Channel 4 ad space.

The ad highlights the in-store experiences of three customers with accessibility needs as they shop for tech products. Staying true to Currys’ humorous Beyond Techspectations style, the film uses an exaggerated sigh of relief to show the moment customers feel seen and supported by helpful Currys staff.

“Inclusive by design,” ‘Sigh of Relief’ features both an audio-describer and a British Sign Language (BSL) interpreter as key on-screen characters.

The campaign was developed with creative agency AMV BBDO, who collaborated with accessibility consultants Open Inclusion to ensure authentic representation.

Premiering on 29th May, the campaign launches with a 60-second hero ad during Channel 4’s Taskmaster.

For the first week, the campaign will air exclusively on Channel 4, helping to build early traction and maximise brand visibility. Alongside the TV launch, the campaign will be supported across organic social media with a range of customised content designed to broaden reach, engage audiences in inclusive and entertaining ways, and strengthen the brand’s message across multiple platform.

Aisling Lancaster, Head of Brand and Advertising at Currys said: “Sigh of relief has given us an incredible opportunity to build on all the steps forward we’re taking as a business at Currys to truly help everyone enjoy amazing technology. It was really important to us that we didn’t create a totally new creative concept – ads about accessibility don’t have to be serious. So, we’ve built on our hyperbolic ‘Beyond Techspectations’ creative platform, with our expert colleagues at the heart of the action, this time focussing on an accessibility message.

“The best thing about winning this award and making the ad has been the learnings we’ve taken onboard about how complex making ads that are accessible by design can be. Quite simply, the industry isn’t set up for it, which is why it’s been so important for us to go on this journey. As for Currys, it’s about progress over perfection.”

Emma Flaxman, Senior Commercial Comms Lead at Channel 4 said: “It has been great to work with Currys and AMV BBDO this year and to see the ‘Inclusive by Design’ pitch come to life! Building on the impact of our accessibility activity around the Paris 2024Paralympic Games, we’re excited to demonstrate with this year’s winners and next year’s repeat brief Channel 4’s core belief that designing for differences enhances the experience for everyone.”