Currys taps into viral dad energy trend

The latest entry building the long running Beyond Techspectations platform by AMV BBDO showcases how the brand's colleagues can help customers apply an energy-saving mindset

By Creative Salon

10 September 2026

AMV BBDO is introducing a new twist on Currys’ long-running “Beyond Techspectations” platform, this time harnessing the viral/social ‘dad energy’ trend to showcase how their colleagues can help customers apply an energy-saving mindset to their tech at home.

In signature Currys style, this latest campaign shares a clear message in a memorable, humorous way by turning the nation’s familiar dad behaviours into comedy and using Currys expertise to help people understand smarter more efficient tech. Currys colleagues remain the stars of the show, becoming larger-than-life “energy-saving dads”, complete with moustaches, dad poses and unsolicited advice on how to be more energy efficient at home.

The tongue-in-cheek campaign draws on viral ‘dad energy’ trend and sees Currys colleagues adopting the exaggerated conventions of ‘dad energy’ seen across social media as a way to champion the use of smarter, more efficient tech. The campaign showcases Currys’ colleague as experts in energy efficient technology, demonstrating how its products can help reduce waste across a whole range of life’s essentials that go beyond just your electricity bill.

Whether it’s energy, water, food, cleaning products or time, the Currys colleagues in dad mode will find a way to reduce waste with more efficient technology, combining humour with clear product demonstrations.

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.”

Martin Burke, Senior Advertising Manager at Currys, said: “Our experts know efficiency is about much more than energy. So, we’re having a bit of fun with ‘dad mode’ to show just how many ways smarter tech can help us reduce waste. 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 campaign will run until 20th October across VOD, OLV, Radio and Digital Audio in the UK.