Household goods from vacuum cleaners to microwaves dance and whirl like chorus girls in this spot for U.K. retailer Currys PC World. Inspired by Hollywood's Golden Age, it's dazzlingly choreographed (to music from the movie "The Artist") to create a routine in which hundreds of products are simplified down to just one perfect choice.
The spot, by Abbott Mead Vickers BBDO, is all part of an attempt to rebrand the retailer, the result of a merger of two separate entities (Currys, a household retailer, and PC World, an office and technology specialist).
Bringing fabulous choreography to inanimate objects seems to be something of a trend in U.K. advertising this year. Not only does this work reminds us of Argos' recent campaign through CHI & Partners, there's also a similar feel to Marks & Spencer's "Adventures in Imagination" food spot.