Today Currys launches its 2024 Channel 4 Diversity In Advertising Award campaign, ‘Sigh of Relief’, which places inclusivity and accessibility at the heart of the narrative. It will be backed by £1 million of advertising space across Channel 4.
The concept focuses on the in-store experience of three customers with accessibility needs when shopping for tech appliances. Seeking to resonate with the experience that many people with disabilities face when shopping, the ad maintains Currys comedic and hyperbolic ‘Beyond Techspectations’ style by featuring an over-exaggerated sigh of relief when their needs are met by a Currys colleague.
Without compromising on humour or universal relevance, the ad reflects Currys’ broader purpose: to help everyone enjoy the benefits of amazing tech. In the film, Currys colleagues use their expertise to identify accessible features in everyday devices - demonstrating how even small adaptations can make a meaningful difference. By putting inclusivity front and centre, the ad not only connects with disabled audiences but also invites non-disabled viewers to reflect on the everyday tech challenges many people face.
Inclusive by design, ‘Sigh of Relief’ features an audio-describer and British Sign Language (BSL) interpreter who are key characters within the story line. To bring the advert to life, the tech retailer worked in collaboration with creative agency, AMV BBDO, who devised the initial concept, with media planned by Spark Foundry. AMV partnered with Open Inclusion, their accessibility consultants, to gather insights and learnings from the Disabled community.
They also got feedback from the Royal National Institute for Deaf People (RNID) and the Royal National Institute of Blind People (RNIB) during the production. The ad was directed by Greg Bell, through Omnicom Production.
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.”
AMV BBDO creatives behind the ad Lauren Peters and Augustine Cerf commented:
“It’s been incredible to work alongside Channel 4, Open Inclusion, RNIB and RNID on a campaign that puts accessibility at its core - prioritising products, services and a communication style that cater to people with sight loss and people with hearing loss, all while staying true to the body of hilarious and insightful work Currys has produced to date. That comes through most clearly, perhaps, with our comedy duo (the audio describer and BSL interpreter), who are embedded within the story. We were definitely encouraged to think about the everyday tech challenges facing these communities, and we hope it encourages others to do the same because, ultimately, ads that are accessible to people with sight loss and people with hearing loss are better for everyone.”
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.”
Christine Hemphill, Managing Director of Open Inclusion said: “This advert's power lies in its authentic portrayal of disabled shoppers, shaped by creative capability informed throughout with invaluable insights from a range of people with sight and hearing loss and dedicated co-creators. It underscores the value of more inclusive customer service and product fit. The ad remains true to the brand characteristics and values, using humour playfully, which requires courage and strong community connection to truly resonate. It is fun while fostering positive awareness and understanding.”
Launching on 29th May, the campaign kicks off with a 60-second hero spot airing during Taskmaster on Channel 4. The campaign will run exclusively on Channel 4 for the first week, building early momentum and strong visibility for the brand. In parallel, the campaign will be amplified across organic social media, using a variety of tailored assets to extend reach, engage audiences in accessible and entertaining ways, and reinforce the brand’s message across multiple touchpoints.
‘Inclusive by Design’ will also be the theme for this year’s Diversity in Advertising Award as it reiterates Channel 4’s commitment to accessible advertising. The channel aims to encourage more brands to innovate in the craft of advertising, and to embed inclusive practices into their creative by foregrounding inclusivity and accessibility into the production, casting, and crewing to increase and broaden the ad’s impact with audiences.
The 2025 Diversity in Advertising Award will be open for entries this summer.
Currys and AMV BBDO are the ninth recipients of the £1 million of advertising across Channel 4; with previous themes having centred on authentically representing and reflecting the LGBTQIA+ community, women, those with visible and non-visible disabilities and diverse ethnic backgrounds. Previous winners include E45, the RAF, Maltesers, Vanish and FIFA.
‘Sigh of Relief’ was chosen from five finalists which included McDonald’s/Leo Burnett, V&A/Adam & Eve/DDB, Open University/Havas, and Motability Operations/VCCP. AMV BBDO is the only agency to have won the award three times.
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About AMV BBDO
AMV BBDO is a creative company that crafts big ideas that real people love. Big ideas move people, businesses, communities, and cultures and stretch across borders, audiences, platforms, and channels. Big ideas talk to real people across our nation, supercharging growth, fame and effectiveness. AMV’s big ideas stand the test of time, including Guinness’ Made of More, Bodyform and Libresse’s Live Fearless, Currys’ Beyond Techspectations, and Maltesers’ Look On The Light Side. As part of BBDO – the Cannes Network of the Decade – AMV holds the longest consecutive run of Golds in the history of the IPA Effectiveness Awards. With a global creative community of over 7,000, BBDO do big things for brands with big ambitions.
About Spark Foundry UK
Spark Foundry is a global media agency brand within Publicis Media that uses accelerated intelligence and human connections to make brands’ marketing more effective. Spark Foundry’s entrepreneurial vision harnesses a startup spirit with a powerhouse soul that combines an innovative business approach with the full resources, capabilities and marketplace clout of Publicis Media. Spark Foundry works with some of the UK’s leading companies, including Asda, Currys, Jack Daniel’s, Mondelez, Rail Delivery Group, and Meta. With 3,000 employees in 50 countries across the world, the agency leverages the best industry talent and the growing footprint of its 60 offices in key markets including the UK, USA, MENA, Poland, Australia and China.
About Open Inclusion
Open Inclusion is a disability-inclusive research and design agency based in London and operating globally. Open have a partnership with AMV BBDO – AMVxOpen – working together to progress disability- and age-inclusion by centring a more inclusive range of human stories in brand communications. Open Inclusion connect creatives to communities to ensure that authentic narratives underpin the work, and the work is more accessible to a broader audience. For over a decade Open has been working with industry leaders, government agencies, universities and third sector organisations generating inclusive research and insights that are co-created throughout with people with relevant lived experiences to ensure that design better reflects and supports the nuanced realities of a diverse community.
About Channel 4
Channel 4 exists to create change through entertainment. Publicly owned yet commercially funded, Channel 4 generates significant and sustainable cultural, economic and social impact across the UK – at no cost to the taxpayer.
The broadcaster’s distinctive remit is set by Parliament, and it has a role to represent unheard voices, challenge with purpose and reinvent entertainment. For more than 40 years, it has been a British success story, engaging generation after generation of young people.
With a unique publisher-broadcaster model, Channel 4 commissions its content from the UK independent production sector. Working with hundreds of creative companies every year, Channel 4 makes a major contribution to the local, regional and national economy, creating and supporting thousands of jobs and businesses across the country.
In 2024, Channel 4 launched its Fast Forward strategy to accelerate its transformation into an agile and genuinely digital-first public service streamer by 2030. It is designed to ensure Channel 4 embraces the generational shift in TV viewing, elevates its impact across the UK and stands out in a crowded market.
From its bases in London, Leeds, Manchester, Bristol and Glasgow, Channel 4 is fully committed to harnessing the power of its regional structure to increase its impact across the UK. Through its training and development initiative 4Skills is opening up opportunities in broadcasting, with a particular focus on disadvantaged young people and addressing skills gaps across the Nations and Regions. 4Skills invests £10m in training, development and learning opportunities annually.
Channel 4 has the UK’s biggest free streaming service. Through Film4 Productions, Channel 4 also invests in British filmmakers to huge critical acclaim, producing 43 Oscar wins and 97 BAFTA wins in its history.
Notes to Editors
Link to download assets here
Credits
Client: Currys
Brand: Currys
Campaign title: Sigh of Relief
Client name: Dan Rubel, Aisling Lancaster and Martin Burke
Creative Agency: AMV BBDO
CCO: Nicholas Hulley and Nadja Lossgott
Creative Directors: Jez Tribe and Dave Westland
Creative Team: Lauren Peters and Augustine Cerf
Agency Planning Team: Sam Williams and Stephanie Simon
Agency Account Team: Anna Covell, Annabel Jerome, Georgia Phillips and Ottilie Shpaizer
Agency Production Team: Rory Elms and Fern Holloway
Inclusive Design Insights Team: Open Inclusion
Production Company: Omnicom Production
Director: Greg Bell @ Nice Shirt
Production Co. Producer: Richard Martin
Post-production Company: Ryan Hancocks @ Magic Numbers
Sound studio: Parv Thind @ Wave Studios
Audio Post-production: Parv Thind @ Wave Studios
Media Agency: Spark Foundry
Media Team: Elizabeth Swadling