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AMV debuts for Dixons with sharp change in ad direction

AMV/BBDO has been quick out of the blocks for Dixons, the UK’s biggest electricals group which it won from M&C Saatchi earlier this year. Dixons owns Currys and PC World and it’s plugging high-end TVs for the forthcoming World Cup in Brazil.

In the old days this would have meant a barrage of price ads (which will probably still crop up somewhere) but the first TV campaign from AMV shows the ruses duplicitous men go to to try to persuade their wives and girlfriends they want to buy a new TV for reasons other than watching football.

Katie Bickerstaffe, CEO of Dixons Retail UK & Ireland, says: “The new creative marks a step change for our business in the way we talk about our brand and products to our customers. This summer will see an unprecedented amount of football action which we know many of our customers are deeply passionate about. With these ads we want to tap into that emotion, letting our customers know we are the destination for televisions and a host of other tech upgrades ahead of this summer’s big football tournament.”

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