Currys PC World is launching its first ever Christmas brand campaign with a comedic ad featuring Hollywood star Jeff Goldblum.

The £10m advertising campaign involves Goldblum offering the British public acting tips to help them through awkward Christmas moments. Previously the retailer’s ad campaigns have focused on products or services, rather than solely the Currys PC World brand itself. 

Currys PC World is attempting to convey the concept that people will not be forced to pretend they like their presents if their family buys the right electrical product.

The campaign features five different executions and each one will break over five different days, airing from today.

Dixons Carphone chief marketing officer Gary Booker said: “We love Christmas and we know our customers do too, but we also know that in reality it comes with its fair share of family politics, awkward moments and disappointing gifts.

“Our ‘spare the act’ campaign is made with this is mind, reminding customers that we understand them and that we’re there for them, whether it’s for preparation, entertainment or gifting.”

Products featured in the ads include a Nespresso Inissia Coffee machine, Google Chromecast, an LG 4K OLED TV, a Bosch 3D oven with hot air technology, and the Intel-powered Microsoft Surface.

The ad campaign will also be supported by a nationwide digital campaign, which will launch on November 9.