HMV has launched its first TV ad dedicated to its expanded technology offer, which it is rolling out across it stores as it fights declining sales in its core products.

The ad, which can be viewed here, is part of a wider campaign that comprises radio, press, instore, online, mobile & social media.

Launching today (Friday), the ad  features a CGI’d 3D Nipper  - HMV’s famous mascot - in the opening sequence, as well as a new  ‘revolutionary technology now instore’ tagline.

Developed in conjunction with HMV’s brand agency venturethree, the ad features products including premium-branded headphones from artists such as Dr Dre, and also features Samsung Galaxy tablets and a TDK 2-speaker boombox.

It also highlights a week-long special offer of a free Bayan speakerdock worth £99, when customers buy a pair of Beats by Dr Dre Solo headphones at HMV.

The ad will air over the weekend across terrestrial and digital channels, whilst updated versions will then run over the next few weeks during half-term and in the run up to Christmas.

HMV is pinning its turnaround hopes on technology as sales in the category boom.

About a quarter of its retail space is now dedicated to an “extensive and specialist range” of tech devices and accessories.

Watch the ad here