Currys’ latest advertising campaign, titled ‘Sigh of Relief,’ blends humor and inclusivity to highlight the retailer’s commitment to accessible customer service. The ad follows three shoppers with disabilities as they navigate the often-overwhelming process of purchasing tech, culminating in an exaggerated sigh of relief when Currys staff assist them in finding suitable products.

Currys embeds accessibility into its narrative, the ‘Sigh of Relief’ campaign features an in-story audio describer and British Sign Language interpreter. In this way, the ad advocates tokenism; instead, it makes inclusivity an organic part of its storytelling. The humorous approach makes the message relatable to a broader audience, as well.

Developed in collaboration with AMV BBDO and accessibility consultants Open Inclusion, alongside input from organizations like RNIB and RNID, Currys’ ad ensures authentic representation while maintaining the brand’s signature comedic tone.

Image Credit: Currys