The latest ads from Homebase have an upbeat vibe tapping into DIY optimism.
The latest ads from Homebase have a spring in their step, harnessing an upbeat sentiment that seems to reflect the sector’s optimism that the housing market uplift will give home and DIY retailers a welcome boost.
Moving away from its shipping container ads, the retailer has worked with agency Leo Burnett to create two 40-second ads - one dedicated to the home and one to the garden. Each shows a family fed up with the bland look of their home or garden, working together to personalise them and infusing a blast of design flair.
Although the 2.4 children element gives the campaign comfortable familiarity, it manages to avoid a mundane vibe thanks to the dynamic ways the characters introduce products into their homes. For instance, one ad shows dad stripping dull wallpaper to uncover a bright, stylish option and mum sliding uninspiring carpet away to reveal a number of flooring options. Even the kids get involved. And the result? A happy family of course.
The ad closes with the line “make your house your home”, a tempting option when the cost of property makes a house makeover more feasible than buying.
Richard Huntington, director of strategy at Saatchi & Saatchi, has always enjoyed the way Homebase embraces the end result of DIY rather than the process. He says: “This new campaign feels spot on, celebrating as it does the fun and satisfaction of making your home your own. Sure, I miss their previous idiosyncratic delight in pimping shipping containers and I worry a little about cut-through, but this campaign is as elegant as the lovely Brooklyn sofa they feature.”
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