Tim Whirldedge points out on his blog this campaign has created an interesting tone of voice for Dixons based on brutal honesty. Others like Ruth Mortimer at Marketing Week have been more sceptical of Dixons decision to undermine competitor brands. It’s a ballsy move, not every brand is prepared to sell itself on widely known values that haven’t always reflected positively.

I’ve written previously about how electrical retailers are embracing new forms of customer service. I admire this campaign for the distinct opportunity it has created for Dixons. Yes, in a recession hugely competitive price points are sustaining sales numbers but for how long will Dixons be able to ignore a customer service approach?

It’s no secret that Best Buy’s entrance in the UK is just around the corner. In the US they are renowned for their high levels of customer satisfaction and have built the brand around this. It will be interesting to see how consumers react to Dixons.

John Lewis have already publicly commented on this campaign. Rightly or wrongly this campaign has stimulated debate around the brands involved. Do you love or hate it? How does this make you feel about Dixons? Do you admire their pluckiness or are they making a mistake? Who makes the most of this and how they do it promises to be very interesting indeed.