B&Q has unveiled its latest ‘You Can Do It’ advert, marking nearly 40 years of the slogan, with the aim of building on the brand’s reputation as a DIY staple.
Created in partnership with Uncommon Creative Studio and Dentsu, the film opens up featuring a woman faced with the task of knocking down a wall doubts herself, with a voice saying “You can’t”.
Throughout the film other DIY doubts occur, such as “It’s too big”, “It’s too fiddly”, “You don’t have the eye”, “You don’t have the knack”, with the ad touching on the multiple excuses people have not to do DIY.
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The voiceover then goes on to say “The voice is loud but guess what a sledgehammer is louder”, and returns back to the woman showing her carrying out the task.
It ends with the line “You can do it, when you B&Q it”.
B&Q marketing director Tom Hampson said: “When over 90% of adults recognise your brand from a slogan, you know you’ve got something powerful. ‘You can do it when you B&Q it has been part of B&Q’s story for the best part of 40 years and is one of our most distinctive brand assets.”
“It’s also never been more relevant – we know that two in three people put off starting a home improvement project. It can feel too big. Doubt holds them back.”
He added: “As ever, campaigns only come together through the hard work and commitment of all those involved. Massive thanks to the awesome B&Q marketing team and our agency partners Uncommon Studio and dentsu for your great work”.
Other work from B&Q with Uncommon includes an OOH campaign last year, highlighting the business’s click and collect services, by focusing on the “ease” offered by the retailer.
In December 2023, the DIY retailer launched a new retail media service as it predicted revenue from advertising to reach 3% of group online sales.
