⁨Letting Gen-Z Write Our Marketing Script⁩.

⁨Currys wanted to reach younger shoppers without looking cringe or losing its credibility as a tech retailer.⁩

⁨Fabric Social leaned on Currys' dry humour and handed the script to Gen Z. George demoed products while reading their slang-heavy lines with a straight face, in a lo-fi employee-made video that launched on 28 August. The lines were written to be quoted and remixed, and other brands copied the format.⁩