The events of Wednesday 27th May 2009 will not be remembered favourably by me generally, with the exception of the small silver lining of the PC World ad that broke before Manchester United were put to the sword in a gladiatorial contest worthy of the Colosseum at the Stadio Olimpico.
 
PC World’s ad makes heartening viewing in these days of price slashing and BOGOFs. Instead of highlighting their rock bottom prices as they tended to do in the past, PC World’s brand led approach follows the life of a consumer through the movies he’s watched over the years before morphing into Christian Slater leaving us with the strapline “Whatever your world, PC World”.

 
PC World claim that this is a sign of their confidence in these challenging times, though they say they will continue to run the more price-focused ads during peak retail periods. The campaign has been complemented by a revamp of its stores and brand identity.
 
With the boundaries between technology platforms becoming increasingly blurred, it’s a smart move for PC World to position themselves as the owners of this category and the brand that is most interested in helping people pursue their passions.