M&C Saatchi promotes Dixons

Two years too late, but this is too funny an idea not to talk about.
M&C Saatchi tap into why people might shop at Dixons and not, let's say Selfridges.

It's cheaper. And to some extent, you are not tapping into their ideal of themselves. But then you are, Dixons is cheap and easy, and dare I say there is bad service, but then you get bad service everywhere

Still, back to the ads, they is way the red juts into the droll narrative, feels to me like someone shoving their elbow in and barging someone but in a good way. It's for Dixons, they are the opposite of the 'posh' and 'elegant' retailers they are in competition with.