The latest ad campaign demonstrates Currys & PC World’s unrivalled expertise in helping customers navigate the often confusing world of technology. The ad follows on from the hugely successful Star Wars campaign, and focuses on an animated fictional store colleague. Driven by the insight that while the opportunity for technology to enhance your life is greater than ever, with technology moving at such a rapid pace people are becoming increasingly more confused and lost, the store colleague helps one such customer navigate their way through an overwhelming choice of televisions to find the one suitable for him. The ad ends with a reference to Dixons Retail’s after-sales service brand KNOWHOW, explaining that at Currys & PC World, customers can also get expert help in set-up and installation if required.