New B&Q advert provides home tasks an emotional contact

These days, visions of home decor fall into one of two brackets: disrespectful, as seen with brands like Ikea and Hornbach, or ambitious, as with Instagram feeds. Still, B & Q has taken a more sentimental approach with its new Build a Life advertising campaign from the creative agency Uncommon.

Made by the Cinematic Orchestra, the campaign film features home videos filmed over the years by 69 real families across the UK – one from each city – showing how our homes have changed over time. However, the film goes beyond laying new floors or choosing (and inevitably removing) wallpaper, and instead focuses on the celebrations, announcements, arguments, and everyday catch-ups that play out at home.

The ad is narrated by actor Rory McCann, known for his role as The Hound on Game of Thrones, who reads a motivational script that reinforces the campaign concept. It ends with a tweaked version of B&Q's classic ending line, "You Can Do It If You Do It B&Q," which is set after the jingle days of the '80s in WCRS' 2018 spot directed by Sam Hibbard has been revised.

The campaign comes at a time when ideas about our home environment have changed due to the pandemic. For people across the country, homes have doubled offices and recreational spaces, and the extra time many people had at home has been devoted to renovation and renovation – meaning B&Q is reducing both physical traffic and website- Traffic seen more in line with Glastonbury than in the garden and home shops.

Agency: Occasionally Creative Studio
Production company: Knucklehead
Director: Chris Hewitt

The Post New B&Q ad adds an emotional touch to the housework, which was first published on Creative Review.