Currys PC World wants to show the “transformative power” of technology in its 2018 Christmas campaign, which features Victorians using a selection of gizmos and gadgets to give their festive frolics a modern-day twist.

From carol singers using tablets in place of hymn books, to a woman using a voice assistant to play Christmas tunes to her house guest, various scenes of festive traditions have been created to show how technology can “upgrade” Christmas.

Created by creative agency AMV BBDO, the campaign also includes the wife of a Scrooge-like character sleeping peacefully (thanks to her noise-cancelling headphones) while he is kept awake by the noise from the pub below.

“We really tried to think about, ‘what’s our role to help our customers at Christmas?’ Our role is to help show them how amazing all this technology can be and how it can upgrade their Christmas experience,” Georgina Bramall, head of brand and advertising, tells Marketing Week.

“We took those traditional Victorian moments and then we thought about how we can apply that technology lens to really elevate that. If we were to look at those traditions but within a modern day scenario, how could technology transform those traditions?”

Whereas in previous years Currys has been more focused on a single…