Dixons Shelves Star Wars Campaign for New Knowhow Service Branding

Electricals giant Dixons, which also owns Currys and PC World, is set to change its advertising focus for its new upcoming campaign.

Dixons has shifted its Star Wars themed ads is favour of promoting service and advice - their new theme is "unrivalled expertise" to help customers understand the "often confusing" electricals market and find the right products.

Created by M&C Saatchi, their latest Knowhow service brand will be presented in a TV ad that features an animated fictional employee who helps a customer find the right model as well as get the right after-sales and installation.

The ad will start broadcasting on the ITV channel this Wednesday (4 June). Dixons is also set to advertise their new brand message via VOD services, in print media and through a number of other promotional ads.

Dixons Marketing Director, Andrea Silver, commented: "We are aware from our customer insight work that consumers are increasingly finding the vast range of technology available confusing. At Currys & PC World our store colleagues are continually trained to stay on top of all of the latest advancements in technology. Whether it's a TV, camera, computer or fridge a customer is after; our colleagues are focused on finding the right solution."

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