Ao.com launched its first TV advertising earlier this year with a tongue-in-cheek advertising campaign which is helping build brand awareness for the etailer.

The ad features a fictional head buyer who is obsessed with white goods

The ads, which promote Ao.com’s focus on service, has a fly-on-the-wall documentary feel akin to The Office and follows some colour characters that work at the business.

Ao.com chief executive John Roberts says the ads have turned electricals advertising on its head.

“Customers love it. It’s not how an electricals company advertises,” he says.

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Interview: Ao.com founder John Roberts on reinventing white goods retail