B&Q is adding its Christmas ad to the festive fray with a new spot from WCRS that takes a less serious and emotional route than competing campaigns from Sainsbury's and John Lewis, and aims to “Put the fun back into Christmas” with “#ChristmasUnleashed.” The spot is the latest in the brand's “Unleash” series, with the campaign centred around the 40-second spot that was directed by Olly Williams (not to be confused with the angry weatherman from Family Guy) from Another Film Company.
The spot shows ordinary members of the public being transformed by the token B&Q staff apron into dancing Christmas warriors. It manages to show off a range of the festive products available at the DIY superstore in some seriously inventive ways, and without coming across as a generic “Here's some stuff we sell, why not buy it,” campaign.
The spot, which aims to “Put the fun back into Christmas,” is the latest in the brand's “Unleash” series
The spot will be supported by a cut down 30 second version with an added call to action for all viewers to join the “Big Switch On.” This is a digital campaign taking place across the country, which urges British citizens to switch on their Christmas lights at the same time on the 6th of December. This aspect of B&Q's campaign is being handled by Collective, the independent creative digital agency. Media strategy for the campaign, meanwhile, is being handled by MEC.
B&Q Christmas Advert 2014 – ChristmasUnleashed
Chris Moss, B&Q's customer and marketing director, said the new campaign aims to “Unleash" the Christmas spirit by showing how homes can be transformed and set the scene for families, friends and fun, and even make room for some strangely dressed creatures happy to join in to sing, dance and be merry.”
Moss adds that “Decorating our homes at Christmas is both heart-warming and traditional, but also gives us every reason to be just plain silly, experimental and indulge in novel ways to make the most of this special time of the year.” he feels that the campaign from WCRS “Aims to bring all that to life to make this Christmas truly memorable for everyone.”
The spot will be supported by a cut down 30 second version with an added call to action for all viewers to join the “Big Switch On.”
WCRS director Ross Neil, says the agency has been “On a positive push forward with B&Q, helping them Unleash the most in their communications.” he feels that “Seeing out the year with an explosion of colour and irreverent fun feels absolutely on brand for where B&Q are right now.”
