I think it is only fair considering how much I hate their previous ads, to give credit to M+C Saatchi and PC World for their latest campaign.
Gone is the terrible hard sell feature list and poor salesperson dialogue; and in comes Hollywood actors and a bit of budget.
What we now have isn't earth shattering, but it at least focuses the brand on people, their uses and needs for their computers. It shows PC World to be helpful, friendly and part of that transition of the PC from grey box with Doom to a multimedia hub with Doom. Suddenly it feels like there is a reason to go there, we all know its cheaper to buy PC stuff online, but now there is a glimpse that the experience and advice makes it worth that premium.
Whether they have fixed instore to live up to it is another thing...
But whether this is client or agency raising their game it is to be commended. Dragging away from hard sell tactics is a difficult choice to make in times like these; and to go head first into a product-less branding piece from where they were is excellent.
This isn't going to get any pencils, but hopefully it puts the brand onto a road where they can keep improving their communications for years to come.
New PC World ad at Campaign