Electrical retailer Currys has launched a series of campaigns highlighting its trade-in and recycling initiatives.

Created by AMV BBDO and Spark Foundry, the campaign raises awareness of several of its “‘enhanced” trade-in offers that will see the retailer payout above-market prices to customers for old devices, including TVs, smartphones and domestic appliances.

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The 15-second and 30-second spots will be shown across VOD, digital and social, with Spark Foundry handling the media planning and utilising first-party data to ensure relevant reach.

The campaign forms part of the company’s ‘Long Live Your Tech’ pledge to help its customers keep tech in circulation for longer through its in-home and repair centre operations.

It also incentivises them to reuse and recycle used products.

The launch comes as Curry’s boss, Alex Baldock, called out the UK government’s e-waste recycling, amid the retailer’s current takeover battle.

Currys Brand and Marketing Director, Dan Rubel, said: “We are proud to offer recycling, trade in and repairs to our customers every day of the year, enabled by our enormous Repair Lab in Newark.

“These services mean consumers can do right by the planet and their pocket simultaneously, and especially right now with the launch of a range of enhanced trade in deals on TVs, mobiles, consoles, as well as many other appliances. That means major value even for tech that is completely broken and unusable.”

He added: “The offer is accompanied by our ‘How Much’ ad campaign, one that uses outlandish humour to get across the outlandish value Currys is offering on unwanted tech.

“Humour in advertising not only lightens the mood, something we all need, but it’s also an important way to dial up the memorability and cut through of a brand’s messages.”