Wickes encourages people to feel proud of their home improvement projects in new TV ads
Home improvement retailer, Wickes, aims to galvanise the public into starting the year with some DIY with two new TV spots.
The work, created by St Luke’s, builds on Wickes’s new brand platform, “Feel as proud as a peacock”, which was introduced in December 2024 and highlighted the brand’s range of kitchens.
A 30-second hero film went live on 26 January across TV and video-on-demand, followed by a shorter 10-second film debuting on 30 January.
The longer film marks the first time that Wickes has featured bathrooms in TV advertising since 2021, following the brand bolstering its bathroom product range with 1,000 more products in 2024.
It opens with a woman painting a wall. After completing the final stroke, we see her sense of pride come to life as colourful peacock feathers emerge from her back.
The same pride is reflected in a number of different scenarios, as we meet a woman laying the final piece of flooring in her hallway, another homeowner who is proudly inspecting the result after her bathroom has been installed by a professional Wickes fitter, and a couple finishing their garden transformation. All resulting in people displaying their sense of pride on a job well done, with the symbolic flurry of peacock feathers.
The shorter ad features the same DIY-er painting her wall and highlights an offer on Dulux paint.
Credits
Advertiser/Brand: Wickes
Campaign: Feel As Proud As A Peacock
Advertising Agency: St Luke’s
Joint Chief Creative Officer: Richard Denney
Creative Team: Phillip Meyler & Darren Keff
Agency Producer: Chloe London
Head of Art and Design: Pete Mould
Chief Strategy Officer: Dan Hulse
Senior Planner: Amelia Markham
Business Director: Barnaby Kelly/ Anastasia Terzeon
Senior Account Director: Madeline McCarthy
Senior Account Manager: Hope Shooter
Account Executive: Takbir Rahman
Production company: MYTHSMYTH
Director: Neil Gorringe
Photographer: Tom Woodstock
Production Co-Producer: James Bolton
DoP: Ian Murray
Art Director: James Hatt
Wardrobe Stylist: Wiz Francis
Casting: Zita Zutic Konak @ ET Casting
Editor: Quin Williams @ tenthree
Sound: Gary Turnbull @ Grand Central
Music: Eclectic
Post Production: 1920vfx
VFX Producer: Heather Brown
2D Supervisor: Adam McHale
2D Artists: Tony Wells, Loredana Gangemi and Kai Davies
3D Supervisor: Ben Revens
3D Artists: Frank Engen, Andrew Cook, Arda Sernaz, Joe Baker, Will Davies
VFX Shoot Supervisor: Jamie Stitson
Colourist: Kai van Beers
Media planning/buying: Carat
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