"Analysis Paralysis"

15 June 2026

64s

Assistance when and where it's needed.

This highly relatable piece of work is steeped in consumer research but it's been deployed with a light touch that amps up the comedy. Currys has to push hard to persuade people to come to their stores rather than ordering online and the pain of having too many options is a great way for them to exhibit their advantage.

The indecision that can result from a multiplicity of choices is rendered starkly and comically as a series of people turn up at their stores literally paralysed by it. The emergency aspect is reminiscent of the late great James Rouse's work for Marmite with a similar sense of the absurd and very naturalistic performances coaxed by director Greg Bell.

This is an ad that reminds us that shopping for tech devices can be less painful if we lean into the expertise of knowledgeable shop staff, and with the World Cup - which provides a catalyst for this approach - ever present for the next six weeks, it may well persuade punters that it's time for an upgrade.

UK

Electrical Retailers