This week sees the launch of B&Q’s latest TV spot, part of its fully integrated Spring campaign from WCRS. The campaign sets out to remind customers that whatever their home improvement need or challenge, B&Q always has a brilliant solution, and that B&Q colleagues are enthusiastic problem solvers – always on hand to help them achieve their projects. Beloved for their orange aprons and DIY expertise, colleagues at B&Q stores across the nation have provided help and advice to customers looking to improve their homes and gardens for the past 50 years. Last summer, colleagues returned to star in B&Q’s TV advert, and this latest campaign sees them once again take centre stage, reflecting their position at the heart of the brand.
The latest TV ad in the new Spring series (above) launched on Thursday 6th April with peak spots during ITV1’s Broadchurch and C4’s Formula 1. The Garden ad is fronted by a team of B&Q colleagues who come to a customer’s rescue by effortlessly improving his garden in a series of synchronised moves. Filmed in real time with no camera trickery used, everything from the shearing through of a wire to create a domino effect of flowers sinking into the soil, to decking clicking into place with a real BBQ popping up, to a shed falling from the sky, with the end result revealing a perfectly formed garden, ready for the family to enjoy.
As well as the Garden ad, WCRS has also created a Kitchen ad (below) using similar production techniques and demonstrating that whatever the size or shape of your kitchen, B&Q always has a brilliant solution. Production on both spots was by RSA Films, with post-production by The Mill. In addition to TV with heavyweight media support, the fully-integrated Spring campaign goes across paid, owned and earned channels. New elements include consumer experiential, Facebook Live and digital OOH.
Richard Sherwood, Customer & Marketing Director at B&Q, said: “Our colleagues have always been the greatest part of our business, and casting real store staff as the stars of our fully-integrated Spring campaign is recognition of the great help and advice they offer our customers. The real-time production technique for the TV ads is not only an amazing feat – it reflects B&Q’s ‘can-do’ personality; the reason many customers have shopped with us for nearly 50 years.”
Ross Neil, Executive Creative Director, WCRS, added: “B&Q are rightly proud of their colleagues for their knowledge, friendliness and can-do attitudes, so we wanted to feature them front and centre in the ads, but this always comes with some risk because you never know if they’ll be able to act. What we have made here is a very elegant solution to showing the helpfulness of B&Q colleagues and they’ve come out looking great. Some genuine heroes in these ads. Ben Scott of RSA has turned the scripts from complexity to beautifully choreographed pieces that really show off the willingness, dedication and expertise of B&Q colleagues in a way that is a joy to watch.”