What it is doing though is getting people talking about Dixons, and evaluating their consideration list into 'research' (which Dixons would never have been on) and 'purchase' (which they may well stand a good chance of getting onto simply by gaining attention through humour and/or conversation). Selfridges and John Lewis make up the tension & the humour in this work, while the real target is Amazon, Pixmania, etc - everyone else on the 'purchase' side of the market.
So how is it working so far? It doesn't seem to be shifting huge volumes of searches, but Harrods are helping out with some free publicity by threatening to sue. And there's a love hate debate going on between people who see the ad - I tweeted about it when I first saw it, as did lots of other people. And the verdict is pretty positive so far - 66% positive on Twitter in London over the last few days
And the number of positive or negative (ie actually care) tweets currently outweighs the neutral ones - suggesting that if the strategy here is all about being talked about more than other cheap places amongst techie London Twitter type people, who might re-evaluate Dixons, then that positive sentiment is well deserved.
(you still wouldn't catch me in there though)