B&Q’s new ad by WCRS empowers everyone to ‘do it’

Here’s an ad that knowns its target audience: anyone who has ever felt defeated by the prospect of DIY. Which has got to be most of us.

WCRS breathes new life into the “You can do it when you B&Q it” line, turning it into a Nike-style empowerment message, but with a sense of humour. A snake draft excluder, a ceramic owl and a stone frog shout “Do it” at their owners as they miserably contemplate their peeling wallpaper and stained carpets. As it’s a B&Q ad, there are happy endings and home improvements all round.

Grant Parker, head of art at WCRS, says: “We were inspired by the insight that people all across the nation have jobs around the home that have been put off for weeks, months, or even years. All most of us need is a helpful final nudge to motivate us to get up and get on with it.”

MAA creative scale: 7

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About Emma Hall

Emma Hall is a journalist and editorial consultant and is the former Europe Editor of Ad Age, where she covered European marketing advertising, digital and media stories. She has written for newspapers including the Financial Times, The Guardian, The Times and the Telegraph, and was previously a section editor at Campaign. Emma started her career in New York as a researcher for a biography of Keith Richards.