Currys PC World is rolling out its revived 'We Start With You' campaign just in time for Christmas 2025 — not as a nostalgic throwback, but as a bold statement that customer experience still matters in a world drowning in algorithm-driven ads. The campaign, which first launched in 2014, returned to screens on November 18, 2025, with its award-winning Sigh of Relief ad back in rotation across TV, cinema, YouTube, and social media. This isn’t just a rerun. It’s a reinforcement of a philosophy that’s quietly reshaped how one of the UK’s biggest tech retailers connects with real people.
The Return of 'Sigh of Relief'
The Sigh of Relief ad, filmed at Currys’ Staples Corner store in London, features a deaf woman navigating the overwhelming noise of a tech store — until a British Sign Language interpreter steps into frame, translating the sales pitch with calm clarity. The moment ends with her smiling, sighing — and buying a TV. It’s simple. Human. And it worked like magic.
Developed by AMV BBDO alongside Open Inclusion, the Royal National Institute of Deaf People (RNID), and the Royal National Institute of Blind People (RNIB), the ad was directed by Greg Bell. It won £1 million in free airtime on Channel 4, reaching an estimated 17 million adults across the UK. According to ad testing firm System1, it scored nearly three times higher in memorability than the average winning ad — and generated the highest ‘spike scores’ ever recorded for any Currys campaign. That means, right after seeing it, people didn’t just remember the brand — they were ready to buy.
Why This Matters Beyond the Ads
What made the campaign stick wasn’t just the inclusion of a BSL interpreter. It was the authenticity. No tokenism. No performative diversity. Just a real person, in a real store, being heard. And viewers noticed. One in three people who saw the ad said they’d consider Currys for their next tech purchase — a jump no other retailer in the space managed that year.
That’s not luck. It’s strategy. Aisling Lancaster, Head of Brand and Advertising at Currys PLC, said it best: ‘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.’
Behind the scenes, Currys has been quietly rebuilding its entire digital presence. Ryan Todd, Senior Social Media and PR Manager, inherited a brand that social media users saw as ‘boring’ — if they saw it at all. ‘Nobody wants to hear from a brand on social, particularly one like Currys which isn’t ‘cool’,’ he admitted. So he didn’t try to be cool. He tried to be human.
Todd’s team partnered with Manchester-based agency Fabric Social, running an active WhatsApp group to brainstorm content that felt spontaneous, funny, and unpolished. The result? A social media presence that actually gets replies — not just likes.
The Physical Store Advantage
While every other retailer races toward click-and-collect, Currys is doubling down on the in-store experience. ‘We are one of the only retailers in our space who allow you to see, feel & try your product before you buy it, all with the expert tips & advice from real human in store,’ Todd says. That’s not just a selling point — it’s a rebellion against the impersonal digital grind.
And it’s working. While online giants dominate with discounts and delivery promises, Currys wins with trust. Customers don’t just walk out with a laptop. They walk out feeling understood. That’s the power of ‘We Start With You.’
A Legacy Reimagined
This isn’t Currys’ first rodeo with customer-first messaging. Back in 2014, the original ‘We Start With You’ campaign shifted focus from specs and prices to real-life problems — like a parent struggling to set up a smart TV, or a grandparent terrified of video calls. The 2025 version doesn’t just echo that. It deepens it.
Earlier campaigns, like the 2015 back-to-school ads tied to Windows 10, were product-driven. Now, the product is secondary. The story is everything. And the story is about inclusion, patience, and real human connection.
Currys knows Christmas 2025 isn’t just about selling TVs and headphones. It’s about proving that retail still has a soul. And in a market where algorithms decide what you see, sometimes the most powerful thing a brand can do is just… listen.
What’s Next?
The campaign will run through January 2026, with plans to extend the inclusive messaging into in-store training, website accessibility updates, and even packaging design. Currys is also testing a new ‘Ask a Human’ live chat feature on its app — staffed by real in-store staff, not bots. Early trials show a 40% increase in customer satisfaction.
If this trend holds, Currys won’t just be selling gadgets. It’ll be setting a new standard for how tech retailers treat their customers — not as data points, but as people.
Frequently Asked Questions
How did the 'Sigh of Relief' ad achieve such high memorability?
The ad scored nearly three times higher in memorability than the average winning ad, according to System1, because it combined emotional storytelling with authentic representation. Featuring a deaf woman and a real BSL interpreter — not a trained actor — created an unexpected moment of quiet clarity in a noisy ad landscape. Viewers didn’t just remember the brand; they remembered how it made them feel.
Why is Currys focusing on in-store experiences when everyone’s going online?
Currys’ physical stores offer something no e-commerce site can: tactile, expert-led interaction. Customers can test devices, ask questions without navigating menus, and get advice from staff trained to help — not just sell. This human touch drives higher satisfaction and repeat purchases, especially among older demographics and tech newcomers who feel overwhelmed by digital options.
Who created the 'Sigh of Relief' campaign and why was it so inclusive?
The campaign was developed by AMV BBDO in partnership with disability advocacy groups RNID and RNIB. The goal wasn’t charity — it was accuracy. By working directly with the deaf and blind communities, Currys ensured the portrayal was respectful and realistic, turning inclusion into a marketing strength rather than a checkbox.
What role did social media play in the campaign’s success?
Under Ryan Todd, Currys’ social team shifted from corporate posts to raw, humorous content created with Fabric Social. Using an active WhatsApp group for real-time ideation, they turned comments into memes, complaints into skits, and questions into viral videos — making Currys feel less like a retailer and more like a friend.
Is the 'We Start With You' campaign only for Christmas 2025?
No. The campaign runs through January 2026, but Currys has confirmed it’s embedding the philosophy into long-term strategy — from staff training to website accessibility and packaging. The goal is to make customer-centricity a permanent part of the brand DNA, not just a seasonal push.
How does this compare to other retailers’ marketing efforts?
While competitors like Amazon and John Lewis focus on price or convenience, Currys stands out by prioritizing emotional connection and accessibility. No other major UK tech retailer has matched its blend of inclusivity, humor, and physical experience. That’s why it’s generating industry-wide attention — and higher sales spikes than any campaign in its history.