WCRS has been incredibly busy of late, with a slew of campaigns dropping this weekend and a sizeable new account win. The first TV spot concerns their first work for DIY retail company B&Q since they won the brands account earlier this year, reportedly without a pitch. The first ad of the brand's £10 million campaign specifically targets the Easter DIY-crowd, featuring miserable looking individuals bursting into live as they switch out of their regular, drab clothing into colourful DIY gear and (as the voiceover says) “Unleash the B&Q” in themselves. The minute long ad (soundtracked by Snaps's 'Iv'e Got The Power') was created by Dave Cornmell and Jane Briers and directed by Olly Williams. It will be supported by two shorter ads, promoting specific B&Q products.
This is the first campaign launched under new B&Q marketing director Chris Moss, who joined the company last October
WCRS creative director Ross Neil, said the ad played on the fact that “Nobody wants to be seen as having a moping, can't do attitude,” and instead preferred to be seen as “Get on and do the job.” He feels the ads have “Managed to bring this to life in an extraordinary way,” and that they should help to “Remind people how much they love B&Q in an entertaining manner.” This is the first campaign launched under new B&Q marketing director Chris Moss, who joined the company last October. He said the aim of the campaign is to empower people to “Pick up those home improvement tasks,” and “Get up off the sofa,” ideals that he feels have been intrinsically linked to B&Q's DNA for 45 years. “We all have it in us to be great at DIY,” he says, “Sometimes we just need a little motivation and some helpful advice, which is where B&Q comes in.”
Whilst they might be using Easter to sell home improvement, WCRS have opted to try a decisively more 'showbiz' angle for their work promoting Smooth Radio. The TV spot (which first aired during ITV's 'Saturday Night Takeaway' over the weekend) shows a mysterious figure moving through a hotel kitchen, where he picks up a Smooth-branded radio. Eventually the ad moves to show a man and women sharing dinner in silence, a silence that is interrupted as the figure places the radio on the table, turns up the volume, and instantly changes the atmosphere in the room. The figure in question is celebrity crooner Michael Buble, who The Global Radio Group's marketing director Giles Pearman feels is the “Perfect star” for their TV ad, considering he is “One of Smooth listeners move beloved artists.” Buble himself said he “Loved the concept” of the commercial, and that he was honoured to take the role because there were “So many other great artists they could have picked.” Ever the charmer.
Buble himself said he “Loved the concept” of the Smooth Radio commercial, and that he was honoured to take the role
In other WCRS news; the agency has won the account of Candy Crush Saga creators 'King', in a heated a pitch against both Karmarama and incumbent agency Albion. The brand is looking to expand globally, and whilst Albion will continue to work with the company on a number of their games (as they have done since 2001), the lion's share of the work will now fall to WCRS. Nicki Sheard, the vice president of brand marketing at King admits it was a “Competitive pitch,” but says they appointed WCRS because of how impressed they were with the agencies “Combination of strategic rigour and creativity.” She says she “Can't wait to embark on the next stage of King's exciting journey” with them. WCRS Chairman Julian Hough meanwhile, is “Absolutely delighted to be working with one of the most exciting companies in the world.”
Benjamin Hiorns is a freelance writer who has never listened to Michael Buble and has never shopped at B&Q. But he is at level 409 in Candy Crush Saga.