In a bold move that sets a new benchmark for inclusive advertising, Currys has launched its latest campaign, “Sigh of Relief,” developed in partnership with creative agency AMV BBDO. The campaign won the prestigious Channel 4 Diversity in Advertising Award 2025, earning £1 million in airtime and national recognition for its innovative approach to accessibility and inclusion.
“Sigh of Relief” is more than just an ad, it’s a statement about what inclusive communication can look like when done authentically and creatively. The 1-minute 20-second film features three customers with accessibility needs, each letting out an exaggerated sigh of relief upon realising they are fully supported when shopping for tech at Currys. The ad breaks new ground by incorporating British Sign Language (BSL), subtitles, and audio narration – all simultaneously on-screen. It’s a rich, multi-layered viewing experience designed for everyone.
Beyond Techspectations: Embedding Inclusion Into the Brand
This campaign is part of Currys’ wider “Beyond Techspectations” platform, which reflects the retailer’s mission to help everyone enjoy amazing technology. According to Aisling Lancaster, Head of Brand and Advertising at Currys, “Our vision guides everything we do, including our advertising. We saw this campaign as the perfect opportunity to showcase the great work we’re doing to improve accessibility for our customers, while maintaining the light-hearted tone that resonates with our audience.”
Currys has been steadily building on its inclusion strategy, already implementing in-store quiet hours, joining the Hidden Disabilities Sunflower initiative, and trialling the ‘WelcoMe’ app to help staff better support customers with specific needs.
Nothing About Us Without Us
The success of “Sigh of Relief” stems from its commitment to inclusion both on-screen and behind the scenes. The campaign involved collaboration with Open Inclusion, the Royal National Institute of Blind People (RNIB), and the Royal National Institute for Deaf People (RNID), ensuring the ad accurately reflects the experiences of the Disabled community.
“It’s about progress over perfection,” Lancaster explains. “Sometimes we get it right, sometimes we learn and try again. What matters is that we’re trying, and we’re doing so with humility, partnership and purpose.”
The campaign also stayed true to Currys’ signature style, using humour to connect with customers. “Inclusive ads don’t often use comedy,” says Lancaster. “But we wanted to strike a new tone – one that feels fresh, authentic, and aligns with the warmth and energy of the Currys brand.”
Production Challenges and Creative Solutions
Creating an ad this inclusive wasn’t without its challenges. Coordinating performances from actors, signers, and audio describers within each scene required meticulous planning and creative flexibility. In some cases, scenes had to be filmed in separate takes and seamlessly stitched together in post-production.
The presence of accessibility professionals on set ensured everything was appropriately reviewed, but it also exposed how the current industry model is not set up to make truly inclusive ads. For example, BSL doesn’t have universal signs for brand names, which meant fingerspelling and logo-pointing were essential workarounds.
Yet, despite these complexities, the final result is a distinctive Currys production. It uses the brand’s signature palette, tone, and humour, while setting a new industry standard for inclusive storytelling.
A Rallying Cry for Change
“Sigh of Relief” is not just a campaign, it’s a call to action. As co-founder of Open Inclusion Breandan Ward put it: “Perfection doesn’t exist. But we must have the courage to try, and the humility to know we may not always get it right the first time.”
The campaign had it’s debut during Channel 4’s Taskmaster and will also run across organic social media to extend reach and engagement. It’s already sparking conversations across the industry about what it truly means to make inclusive marketing.
Real People, Real Impact
True to the Currys brand, the campaign features real staff and celebrates the human element of tech retail. “Our colleagues are the heartbeat of our advertising,” says Lancaster. “They’re the ones delivering accessible experiences every day, and we want that authenticity to shine through.”
From in-store Quiet Hours to pioneering inclusive advertising, Currys is showing what it means to not just talk about inclusion, but to embed it deeply into every customer touchpoint.
This campaign is a milestone – not just for Currys, but for the entire advertising industry.
