When Currys dropped a video of pancakes cooking in an air fryer on TikTok, no one expected it to go viral—let alone win a Cannes Lions 2025 award. But that’s exactly what happened. The 15-second clip, featuring a confused teen asking, "Is this even food?" as syrup drips over crispy pancake stacks, racked up 10 million views and became the unlikely centerpiece of a broader social media strategy that earned the UK-based tech retailer one of the most coveted prizes in global advertising. The win, announced on Cannes Lions 2025 on June 18, 2025, in France, wasn’t just a fluke. It was the crown jewel of an extraordinary 18-month run that saw Currys dominate everything from diversity in advertising to AI innovation.
A Social Media Storm Built on Pancakes and Punchlines
Behind the absurdity of air fryer pancakes was a meticulously planned campaign targeting Gen-Z and Millennials. Led by Ryan Todd, Currys’ Senior Social Media & PR Manager, and overseen by Sarah Leat’s marketing team, the content didn’t feel like ads—it felt like memes made by your funniest friend who just happened to work at an electronics store. The team leaned into TikTok’s chaotic humor: exaggerated reactions, trending audio, and intentionally awkward scenarios. One video showed a man trying to return a toaster because "it doesn’t understand sarcasm." Another featured a teenager explaining why he needed a 4K TV to watch his cat’s YouTube channel. The tone was self-aware, irreverent, and oddly relatable.
"Our Gen Z moment on social content generated boat loads of engagement, myriads of copycats and more PR than we ever dared to dream about," said Dan Rubel, Currys’ Brand & Marketing Director, in a LinkedIn post. "And now it’s amongst the 3% of Cannes entrants that actually received some metal." The campaign didn’t just win—it inspired a wave of imitation. Competitors scrambled to replicate the formula. Influencers recreated the pancake video. Even rival retailers started using air fryers in their own ads. The irony? The original video cost less than £5,000 to produce.
More Than Just Viral: A Legacy of Inclusive Advertising
But Currys wasn’t just winning for laughs. On May 29, 2025, the company launched its groundbreaking Channel 4 Diversity in Advertising Award campaign—a 60-second spot airing during Taskmaster that portrayed disabled shoppers navigating electronics stores with dignity, humor, and real insight. The ad didn’t portray disability as a tragedy or a marketing gimmick. It showed a woman with low vision using voice-assisted tech to find headphones, a man with hearing loss adjusting a TV’s subtitle settings with ease, and a young person with cerebral palsy confidently asking for help with a gaming console.
"This advert’s power lies in its authentic portrayal of disabled shoppers, shaped by creative capability informed throughout with invaluable insights from a range of people with sight and hearing loss," said Christine Hemphill, Managing Director of Open Inclusion. "It’s fun while fostering positive awareness—and that takes courage." Currys and their agency, AMV BBDO, became the ninth recipient of £1 million in free advertising across Channel 4, joining the likes of Maltesers and FIFA in a program designed to normalize diversity in mainstream media.
The AI Awards and the Quiet Revolution Behind the Scenes
By October 2025, Currys had already shifted gears. On October 10, they hosted their first-ever AI Awards—an internal event recognizing colleagues who used AI tools to improve customer service, streamline returns, and even predict stock shortages. It wasn’t flashy. No red carpets. Just store managers showing how they used AI chatbots to answer questions about warranty terms, or warehouse staff using predictive analytics to cut delivery delays by 22%.
"We’re not just selling gadgets—we’re solving problems," said Matthew Speight, Director of Stores, in an April 2025 update. "The VoCoVo headsets we rolled out last year? They cut response times in emergencies by 40%. That’s the real innovation." The company had also partnered with Kidney Research UK since January 2025 to train staff on accessibility tools, turning customer service into a platform for social impact.
Why This Matters Beyond the Awards
Currys’ success isn’t about trophies. It’s about a fundamental shift in how retail brands connect with people. While competitors chased algorithms, Currys chased authenticity. They didn’t hire influencers to pose with TVs—they hired real customers to co-create ads. They didn’t just say "we’re inclusive," they embedded inclusion into their product design, store layout, and training modules.
"The post that won the award is actually the tip of the iceberg," Rubel added. "And so much more to come in the year ahead." That’s the real story. Currys didn’t win an award because they got lucky. They won because they stopped treating marketing as a broadcast and started treating it as a conversation.
What’s Next for Currys?
With the November 18, 2025, publication of "An award-winning week for Currys" on their corporate site, the company signaled this isn’t the end—it’s a launchpad. Sources inside the company confirm plans for a 2026 campaign focused on older adults navigating smart home tech, another partnership with a disability advocacy group to redesign in-store kiosks, and a pilot program using AI to personalize product recommendations based on accessibility needs—not just browsing history.
For a retailer once seen as just another electronics chain, Currys has redefined itself: not as a seller of gadgets, but as a cultural influencer who listens, adapts, and dares to be human.
Frequently Asked Questions
How did Currys’ TikTok campaign differ from other retail ads?
Unlike traditional retail ads that focus on specs and discounts, Currys’ TikTok content embraced absurdity, humor, and real Gen-Z language. The air fryer pancake video, for example, didn’t mention any product—it just showed a relatable, funny moment. This authenticity drove 10 million views and inspired copycats, proving that emotional resonance beats feature lists every time.
What made Currys’ Channel 4 ad stand out in the Diversity in Advertising Award?
The ad didn’t tokenize disability—it collaborated with people who have sight and hearing loss as co-creators. It showed them using tech naturally, without pity or heroism. That level of authenticity earned Currys £1 million in ad space and placed them among elite past winners like Maltesers and FIFA, setting a new benchmark for inclusive advertising in retail.
Who were the key people behind Currys’ award wins?
Ryan Todd led the social media team, Sarah Leat oversaw the broader marketing strategy, and Dan Rubel championed the campaign internally. Outside partners Fabric Social and iSiteTV handled production, while Christine Hemphill from Open Inclusion validated the authenticity of the diversity campaign. Their combined efforts turned Currys from a retailer into a cultural voice.
Did Currys’ AI Awards have real business impact?
Yes. Store staff used AI tools to reduce return processing times by 30% and predict stock shortages with 87% accuracy. The AI Awards weren’t just PR—they rewarded practical innovation that improved customer experience and reduced operational costs. This internal focus on tech-driven problem-solving is now part of Currys’ company culture.
How does Currys’ approach compare to other tech retailers?
Most retailers still rely on celebrity endorsements and discount-driven campaigns. Currys went the opposite direction: real people, real humor, real inclusion. While others chased viral trends, Currys built long-term trust. Their success proves that customers don’t just buy products—they buy brands that reflect their values.
What’s Currys planning for 2026?
Sources indicate a new campaign targeting older adults learning smart home tech, redesigned in-store kiosks co-developed with disability advocates, and expanded AI tools that personalize recommendations based on accessibility needs. The goal? To make every customer feel seen—not just sold to.
Landon Beauregard
Hello, my name is Landon Beauregard, and I am an expert in gambling with a passion for writing about games. Over the years, I've honed my skills in various casino games and developed a keen understanding of the strategies and intricacies involved. I enjoy sharing my knowledge with others by writing informative and engaging articles on the latest gaming trends and techniques. I believe that my expertise in gambling, combined with my love for writing, allows me to provide my readers with a unique and valuable perspective on the world of gaming.