Earlier this year, Currys’ award-winning advert ‘Sigh of Relief’ hit TV screens across the UK, reaching an estimated 17 million adults. And now, it’s got a second wind - with a return to screens at Currys’ busiest time of year – the run up to Christmas.
The ad, which scooped the Channel 4’s Diversity in Advertising (DIA) Award in 2024, is inclusive by design. It features a British Sign Language (BSL) interpreter and an audio describer - not just as add-ons, but as central characters.
The story follows three customers with accessibility needs shopping for tech appliances, with each delivering a gale-force sigh of relief when their needs are met by a Currys colleague.
An extension of Currys’ Beyond Techspectations adverts, it’s a nod to the real-life frustrations many disabled customers face, wrapped in Currys’ signature dash of humour.
So far, from an advertising effectiveness perspective, the ad didn’t just land, it blew evaluators of the campaign away! It’s been dubbed the most efficient DIA winner ever in terms of memorability, at nearly three times more than the average winning ad. Viewers especially loved the BSL interpreter and those who saw the ad were more likely to consider Currys for their next tech purchase – with the highest ever ‘spike scores’ for any Currys campaign which indicate short term sales as a result of the ad – an industry recognised methodology from ad testing company, System 1.
The campaign was developed by AMV BBDO in partnership with Open Inclusion, the Royal National Institute of Deaf People and the Royal National Institute of Blind People. Directed by Greg Bell, it was initially backed by a winning prize of £1 million of Channel 4 advertising space.
It’s now making a return to screens big and small, from cinemas to YouTube and TV. And yes, the ad has already secured some great mentions in the press, including Campaign, Creative Salon, Marketing Beat, Little Black Book and more.
Filmed in Currys’ Staples Corner store, the ad attempts to reflect an in-store customer experience, just with a few more special effects than your usual Currys store. Watch the behind the scenes video below to see how the team brought this to life.
“We’re absolutely thrilled to see Sigh of Relief making a comeback. Ads about accessibility don’t have to be serious or sombre, they can be funny and the success of this ad is proof of that. We wanted to show that inclusive design isn’t just a box-ticking exercise: it’s about reflecting real experiences in a way that feels human and relatable. Seeing the response from viewers has been incredible. If this ad makes a difference to even just one person, then we’ve done our job. And if it makes them chuckle while they’re watching, that’s a cherry on top.”
Aisling Lancaster Head of Brand and Advertising at Currys
The ad’s return is a reminder that inclusive advertising isn’t a one off, it’s a commitment. Currys is continuing its focus on inclusion and diversity across its brand, stores and customer experience. Because to truly live the Currys vision of helping everyone enjoy amazing technology, you must be for everyone.