Sigh of Relief

The Story

When Currys set out to create an accessibility-focused campaign, they made a crucial decision: they wouldn't abandon their signature comedic style. Instead, they'd prove that ads about accessibility don't have to be serious.

The campaign shows three customers with accessibility needs shopping for tech, each experiencing that familiar “sigh of relief” when a Currys colleague truly understands their requirements. But the real breakthrough was making the audio-describer and BSL interpreter key characters in the storyline itself — not add-ons, but integral to the storytelling and the comedy.

Behind the scenes, AMV BBDO partnered with disability experts from the very beginning, gathering insights from disabled communities before even pitching. RNIB and RNID representatives were on set throughout production. The process revealed practical challenges: BSL signers had to spell out brand names letter by letter because no signs exist for them, requiring creative solutions at every step. The work ultimately won Channel 4's Diversity in Advertising Award.

How it gets representation right

• Disabled expertise from start to finish: RNIB, RNID, and Open Inclusion guided every decision, ensuring authentic portrayal rather than assumptions.
• Business transformation before brand claims: Real operational changes — quiet hours, accessibility apps, inclusive hiring — preceded the advertising campaign.
• Accessible by design: Audio description, BSL interpretation, and subtitles became central characters driving the story, not afterthoughts.

Why it matters

Currys demonstrated that accessible experiences must extend far beyond the creative work itself. By transforming their actual business operations first, then reflecting these changes in advertising, they showed how authentic representation requires systemic change across the entire customer journey — proving that disabled people are valued customers whose needs drive innovation, not afterthoughts requiring accommodation.