UK’s home improvement retailer B&Q has launched a new advertising campaign on TV, titled “You can do it, when you B&Q it”, in an attempt to inspire customers to take on neglected DIY tasks in their homes.
Developed in partnership with London-based creative studio Uncommon, the spot features a diverse cast of individuals who want to start a certain DYI job in their homes but hear an inner voice telling them they can’t do it or finding all kinds of arguments to stop them from even starting, such as “it’s too disgusting”, “too big”, “too fiddly”, the lack of time, skills, or patience.
“That voice is loud,” the voiceover points out in the 80-second advertisement, which then shifts to a montage that shows the same characters determined to do what it takes in order to complete the DYI project they were intended to do. Equipped with the necessary tools from B&Q, they carry out the activities that bring them closer to realizing their home improvement goals.
The narrator continues by saying that “a sledgehammer is louder” and encouraging viewers by telling them “You can do it”.
The soundtrack music is the 2013 song “Electric Pow Wow Drum” by The Halluci Nation.
The campaign is set to run across TV and video on demand on ITV, Channel 4 and Sky for the rest of the month. Starting March, it will also include social media and out-of-home executions.