"Sigh of Relief"

29 May 2025

80s

A breath of fresh air.

Channel 4's annual diversity in advertising award provides a great opportunity for a brand to offer meaningful focus to an aspect of its marketing that might not otherwise receive very much prominence. As the pushback against diversity led by the American president gains traction, this initiative takes on a new symbolic importance, and it is gratifying to witness the broadcaster's determination to keep it going.

This year's instalment is for Currys and focuses on how they can help to cater to customers with disabilities (click here for the subtitled version). Nice Shirt's Greg Bell has established a house comedy style for this brand, and it proves an apposite fit for this assignment.

The shtick is delivered by the signs of relief issues by these punters when they discover their needs are being met by offerings from the store, and the every escalating consequences of the drafts generated by their exhalations. The ad is packed with neat comic details, including a satisfied doggy groan (kudos to Parv Thind at Wave for that moment), and some impressive acrobatics from a Currys 'staffer' avoiding the flying stock.

UK

Electrical Retailers