Home improvement retailer B&Q is targeting the pros with its first trade ad in five years, putting real tradespeople front and centre of the brand campaign.

‘For the Trade’ celebrates the experts’ in-depth knowledge, with three 20-second films showcasing the specialist tools needed to tackle more complicated jobs, likely to be out of the reach of the average DIY enthusiast.

Working in partnership with Uncommon Creative Studio, B&Q TradePoint worked with genuine ‘tradies’ to create the series of short films, showcasing that it speaks to them in their own language – from ‘nipples’ and ‘grips’ to ‘lost heads’, ‘CLS’ and beyond.

Each ad shows one of them reciting – in ‘builders tongue’, a list of the goods needed for specific home improvement jobs, such as building a stud wall, refitting a bathroom or laying a floor.

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Running across TV and video on demand throughout September, the campaign will also be shown across social media and in radio spots through the retailer’s ongoing partnership with Fix Radio.

A series of key visual assets also centre real tradespeople, showing them accompanied by a list of the tools, materials and supplies needed for certain jobs. These were shot by renowned Vogue fine art portrait photographer Ben Morris.

B&Q Tradepoint director John Morgan said the campaign was designed to “showcase the brilliant depth” of the retailer’s offering.

“Through our new adverts, we wanted to speak directly to trade professionals and show that B&Q TradePoint stocks everything they need to complete a full job – be it refitting a bathroom or building a stud wall,” he added.

“We’ve made real tradespeople the stars of the show and we’re excited for you to meet them. This is a new chapter for B&Q TradePoint and demonstrates how we are – in every sense – for the trade.”