Another's Olly Williams Unleashes the Power of Christmas with B&Q

On the 20th November, B&Q will launch a new Christmas ad with a couple of hundred Christmas toys, a woman with a raw turkey on each arm and even a shot of the space station dressed up with Christmas lights

This Christmas, B&Q is motivating consumers to decorate their home in a way that’s bigger, better and more fun than ever before, positioning the retailer as the one stop shop for all things Christmas: from fuller trees, innovative outdoor-indoor lights that can cover every square inch of a roof, and animated dancing toys, to Christmas jumpers and orange aprons galore.. 

A continuation of the ‘Unleash’ series, created by WCRS, this campaign will be spearheaded by a 40 second TV commercial, directed by Another Film Company's Olly Williams. The spot shows a series of vignettes depicting everyday heroes whose clothes suddenly disappear to reveal an orange apron as they strike the now famous B&Q pose aloft an orange bucket. Only in this form are they truly ready to ‘Unleash’ Christmas on their homes! The ad culminates in homes across the UK ‘Unleashing’ as B&Q begins to light up the nation – so much so, you can see the whole of the UK and Ireland lit up from a satellite station in space! Out with the tear-jerky music and in with a never heard before Christmas version of Snap’s ‘I’ve got the Power’

The campaign will be further supported by a 30” cut down with a call to action to encourage viewers to take part in the Big Switch On – a digital campaign encouraging Brits to switch on their lights on Saturday 6th December. 

Chris Moss, Customer & Marketing Director, B&Q said: “Christmas is that one fabulous, frivolous, fun-filled time of the year when we relish turning our homes into glittering grottos with trees, lights and decorations. That’s why the new B&Q campaign sets out to ‘unleash’ the Christmas spirit for us all by showing how homes can be transformed and set the scene for families, friends and fun, and even make room for some strangely dressed creatures happy to join in to sing, dance and be merry with us. Decorating our homes at Christmas is both heart-warming and traditional, but also gives us every reason to be just plain silly, experimental and indulge in novel ways to make the most of this special time of the year. B&Q’s campaign aims to bring all that to life to make this Christmas truly memorable for everyone.”  

Ross Neil, Creative Director, WCRS said: “So far this year we’ve been on a positive push forward with B&Q, helping them Unleash the most in their communications. Seeing out the year with an explosion of colour and irreverent fun feels absolutely on brand for where B&Q are right now.”

The media strategy was devised by B&Q and MEC, a leading media agency which undertook all media planning and buying activity.