To promote the value of in-store shopping, electrical retailer Currys has released a 30-second ad titled 'IRL' that shows a host of confused shoppers who are more akin to perusing and purchasing from home.

Throughout the short, the characters try to interact with the physical world as though it were digital, 'swiping' and asking for next-day delivery.

The filming takes on a documentary style with handheld camera work, adding to the sense of satire and fun. This approach allowed the creatives to shoot multiple vignettes in one day within a Currys store.

It's the latest in the campaign series that has offered 14 ads in 12 months. It will run on TV and online, along with static banners for Roku to form part of its landing page. It launches this week and will run for 15 weeks, just in time for the festive period.

Credits

Client: Dan Rubel, Aisling Lancaster, Martin Burke, Harriet Gorman

Chief creative officers: Nick Hulley, Nadja Lossgott

Agency account team: Alex Bird, Jonny White, Annabel Jerome, Tayo Ruddock

Media agency team: Rebecca Dorfman, Elizabeth Swadling, Oli Moore, Olivia Chads

Production co-producer: Richard Martin @ Nice Shirt