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Currys PC World has a secret weapon in the war of the Christmas ads: Jeff Goldblum.

The actor appears in the retailer’s £10 million seasonal campaign, by Abbott Mead Vickers BBDO, as a festive acting coach helping those who receive crap gifts. The concept sounds simple enough, but Goldblum makes it memorable by putting in a, frankly, barmy performance. The campaign comprises five TV spots, as well as outdoor, radio and social media actvity. The work was created by Mike Sutherland and Antony Nelson, and directed by David Shane through O Postive.