This week sees the launch of B&Q’s latest TV advert, part of its fully integrated Spring campaign. 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 launches today and peak spots include ITV1’s Broadchurch and C4’s Formula 1. The 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 barbeque 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, we’ve created a Kitchen ad using similar production techniques and demonstrating that whatever the size or shape of your kitchen, B&Q always has a brilliant solution.

Effortless Garden

Kitchen Conundrum

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.

Ross Neil, our Executive Creative Director, said: “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.”

Full credits:
Client: B&Q
Agency: WCRS
Executive Creative Director: Ross Neil
Creative Directors: Katy Hopkins & Steve Hawthorne
Creatives: Jason Keet & James Hodson
Agency Producer: Eliot Liss
Production Assistant: Kaiya Taffel
Account Handling: Ben King, Camilla Eden-Davies & Katie Gould
Planning: Elisa Edmonds & Laura Sammarco
Media Agency: MEC
Production Company: RSA Films
Director: Ben Scott
Producer: Caspar Delaney
Edit house: Final Cut
Editor: Struan Clay
Sound studio: Grand Central Sound Studios
Sound engineer: Ben Leeves
Post-Production:  The Mill
Post Production Producer: Elena Paglieli