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When it comes to tech and electronics, most Australians seek out advice from their more technically minded friends and family.

In the new brand campaign from Jaycar Electronics, these tech-savvy individuals tell Australia to, instead, “Just Ask Jaycar”.

As a leading tech retailer with over 130 stores across Australia and New Zealand, no one is better placed to help with everything from tech and electronics than Jaycar.

Caroline Viska, CMO of Jaycar, says, “For far too long we have been the best kept secret in retail – known only to a niche, technical customer. Thanks to the amazing team at Special Australia things are about to change, we’re broadening our offer to a wider range of consumers and ensuring people know exactly where to go with their technical questions.”

Letizia Bozzolini and Justin Butler, creative directors at Special, say, “We all have a nerdy friend who politely, but perhaps unwillingly, helps us with tech problems. This campaign is their slightly awkward moment in the sun, where they finally work up the courage to say: Just Ask Jaycar.”

Caroline adds, “For those of you that know us, supply us, or shop us, I think you will find that the campaign nails the ‘human truth’ and essence of us.”

The campaign will run across TV, OOH, Social, and Digital, to highlight Jaycar as the experts for all your tech needs.