• by Fern Siegel , September 21, 2026

AMV BBDO is introducing a new twist to Currys’ long-running “Beyond Techspectations” platform.

A retail leader in selling home electronics and household appliances in the U.K. and Ireland, Currys has centered its latest campaign on what it deems “dad energy.”

Spark Foundry handled media.

The creative utilizes known dad behaviors as a humorous way to showcase the retailer’s expertise. The Currys’ reps find ways to reduce waste utilizing better tech — all with a light, comedic air.

Jez Tribe and Dave Westland, creative directors at AMV BBDO, said: “Energy efficiency isn’t an easy topic to bring to life in an entertaining way. So when we saw the idea of leaning into the dad memes that are all over social media, we knew we could give it a unique spin for Currys.”

The campaign runs till October 20 on VOD, OLV, radio and digital audio in the UK.

Martin Burke, senior advertising manager at Currys, added: “By taking the idea to an absurd extreme, Currys is making efficiency memorable, entertaining and culturally relatable, while showcasing the benefits of our products across the home.”

The agency’s creative work includes Guinness, Essity, Mars and PepsiCo.