DIY retailer B&Q is to launch a new spring summer ad campaign aimed at “inspiring the nation with confidence to improve their homes and gardens”.
The campaign launches nationwide on TV and online on March 19.
The ad features everyday people carrying out “amusing and poignant” DIY projects, stepping back upon completion and saying “I did that”.
B&Q said the ad, created by McCann Erickson, is a “real step” on from previous campaigns, with a “more engaging emotional message moving away from previous more functionally driven creatives”.
B&Q said the campaign continues the work it has been doing to appeal to more female customers, who are “more often than not the key decision maker in home improvement purchases” and is part of a wider campaign to help make DIY easy.
B&Q will be previewing the ad through Facebook and Twitter and asking fans what they think about it.
The song featured in the ad is a version of the iconic Crosby Stills and Nash’s “Our House”, re-recorded by indie band The Amber States.
B&Q marketing director Katherine Paterson said: “It’s important to recognize that completing a home improvement job for the first time, however big or small that may be, can offer an enormous sense of satisfaction.
“That’s what our campaign is focusing on. It’s about the feel good factor we all get from making improvements to our homes and the lives of our families.
“At B&Q we have all the help and advice in store and online you need to inspire the nation with the confidence to get stuck in, have a go and revel in the moment they can turn back with pride and say “I did that”.”
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