When Currys unveiled its new ad campaign on November 28, 2024, it didn’t just win a prize—it rewrote the rulebook for how retailers talk about disability. The UK electronics giant took home the ninth annual Channel 4 Diversity in Advertising AwardUnited Kingdom, earning a £1 million advertising package for 2025. The winning spot, 'Sigh of Relief', isn’t just funny—it’s revolutionary. And it’s not just for people with disabilities. It’s for everyone who’s ever felt excluded by advertising that pretends to be inclusive but never quite gets there.
How a Sigh Became a Storm
The campaign, crafted by AMV BBDO creatives Lauren Peters and Augustine Cerf, follows three customers with sight and hearing loss as they navigate a Currys store. One struggles to find a hearing aid-compatible TV. Another needs a voice-controlled fridge but can’t read the labels. A third just wants to know if the microwave beeps loudly enough. When each item is finally found—when their needs are met—they sigh. And not just any sigh. It’s a cinematic, seismic release that triggers a literal storm inside the store: papers fly, lights flicker, shelves rattle. The joke? For them, finding the right tech isn’t a small win. It’s life-changing. And the ad lets you feel that.The twist? The comedy isn’t at their expense. It’s in the absurd contrast between how ordinary the moment is for most shoppers and how monumental it is for these customers. The ad even features an audio describer and British Sign Language interpreter as part of the on-screen duo—no afterthought, no footnote. They’re central to the narrative.
Behind the Scenes: Collaboration, Not Charity
This wasn’t a marketing team guessing what disabled customers might want. Currys, AMV BBDO, and production partners worked directly with Royal National Institute of Blind People (RNIB), Royal National Institute for Deaf People (RNID), and Open Inclusion. Christine Hemphill, managing director of Open Inclusion, called it “authentic portrayal shaped by creative capability informed throughout with invaluable insights.”That’s the difference. Too often, inclusivity is a checkbox: “We hired a person with a disability.” This campaign asked: “How do we redesign the entire experience—from the script to the sound design to the casting—to make sure no one gets left out?” The result? A 60-second spot (80 seconds, per Campaign Live) that’s not just accessible—it’s *designed* for accessibility from frame one.
Why This Matters Beyond TV
Channel 4’s research shows inclusive advertising like this could reach an additional 14 million people across the UK—people who’ve long been ignored by mainstream media. That’s not a niche audience. That’s nearly a quarter of the country. And it’s not just about visibility. It’s about revenue. When you design for accessibility, you design for everyone.Currys didn’t just win an award. They proved that inclusive advertising isn’t a cost center—it’s a growth engine. The campaign leans into the brand’s existing “Beyond Techspectations” tone: irreverent, witty, and slightly surreal. But now, that humor has purpose. It’s not just selling fridges. It’s selling dignity.
A Legacy of Firsts
Since its launch in 2016, the Channel 4 Diversity in Advertising AwardUnited Kingdom has honored campaigns tackling LGBTQIA+ representation, ageism, and racial stereotyping. Past winners include E45, Vanish, and FIFA. But AMV BBDO is now the only agency to win it three times—a testament to their consistent, courageous approach.This year’s finalists included big names: McDonald’s, the V&A, Open University, and Motability Operations. But Currys stood out—not because it spent the most, but because it dared to make accessibility the *point*, not the afterthought.
What’s Next? The Industry Is Watching
Channel 4 has already announced the 2025 award will open for entries in summer 2025. And this year’s winner isn’t just resting on its laurels. Currys has been quietly building an accessibility-first retail model for years: in-store tech demos with tactile controls, staff trained in BSL, and product packaging with braille. This ad is the capstone, not the beginning.Other retailers will feel the pressure. If Currys can turn a sigh into a storm and still sell more TVs, what’s your excuse for not trying?
Frequently Asked Questions
How does this campaign affect disabled shoppers in real life?
The campaign doesn’t just raise awareness—it reflects real changes Currys has made in stores: tactile product labels, staff trained in British Sign Language, and audio-described tech demos. These aren’t gimmicks; they’re operational shifts that reduce frustration and increase independence for customers with sight or hearing loss. The ad’s success signals that these investments aren’t just ethical—they’re commercially smart.
Why did Channel 4 give £1 million in advertising space?
Channel 4’s goal isn’t just to reward creativity—it’s to amplify inclusive messaging. By giving Currys £1 million in airtime, they ensure the campaign reaches millions who rarely see themselves represented. It’s a strategic move: inclusive ads reach 14 million more people, according to Channel 4’s research, making this investment a multiplier for social change and brand loyalty.
What makes this different from past diversity campaigns?
Most diversity campaigns focus on representation—showing diverse faces. This one focuses on *design*. The humor, the sound design, the camera angles, even the pacing were crafted with accessibility in mind from day one. It’s not just that disabled people are in the ad—it’s that the ad was built so they can fully experience it without needing a workaround.
How did Currys involve disabled communities in the process?
Currys partnered with RNIB, RNID, and Open Inclusion from concept to final cut. Co-creators with lived experience reviewed scripts, tested product placements, and advised on audio and visual cues. The audio describer and BSL interpreter aren’t extras—they’re part of the creative team. This level of collaboration is rare and sets a new industry standard.
Will other brands follow Currys’ lead?
Already, yes. Several finalists in this year’s award, including McDonald’s and Motability, received match funding to air their campaigns. Channel 4’s research shows inclusive ads perform better in recall and emotional engagement. For brands, it’s no longer a moral choice—it’s a competitive advantage. Currys didn’t just win an award. They created a playbook.
What’s next for Currys’ accessibility efforts?
Currys plans to expand its accessibility training to all 400+ UK stores by early 2025 and is testing AI-powered voice navigation for its app, developed with input from RNIB users. They’re also working with tech manufacturers to standardize accessibility features across devices sold in-store—turning retail into a catalyst for industry-wide change.
