Shaun Williamson stars in Christmas ad for Currys PC World

Shaun Williamson, the former EastEnders actor, holds an acting class in the latest instalment of Currys PC World's festive campaign.

The work builds on the "spare the act" Christmas activity by Abbott Mead Vickers BBDO, which featured Jeff Goldblum as an acting coach to help people who receive a bad gift.

The social media video by 1000heads shows Williamson explaining the gift exchange. He pulls out an unimpressive gift he received from his wife last year, a mug with his face on it. Williamson then tells the group to imagine the coffee inside the mug instead.

The campaign also asks people to share their own Christmas experiences to be in with a chance of winning a range of products.

The ad was written and directed by Will Riddell through 1000heads Productions.

Bridget Meiring, the social media marketing manager at Currys PC World, said: "We’ve had a great reaction to 'spare the act’ so far as the awkward moments it depicts resonate all too well with so many of our festive gift experiences.

"We loved the idea of getting people even more personally involved in the concept through social and using Shaun, as the epitome of cult British soap acting, enabled us to insert plenty of irony into the campaign, by positioning him as the ‘acting coach’ and through the juxtaposition with the role of Jeff Goldblum in the TV campaign."

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