B&Q has eschewed sentimentality for silliness in its Christmas campaign. WCRS created the ad, which continues the brand’s "unleashed" positioning. In the spot, po-faced people strike heroic poses and their clothes are replaced by orange aprons whenever The Power (originally by Snap!) begins to play. The TV spots are backed by a digital campaign by Collective called "the big switch on" that encourages people to switch on their Christmas-tree lights on 6 December. It was created by Jane Briers and Dave Cornmell, and directed by Olly Williams at Another Film Company.
Executive creative director
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