D’Arcy is launching its first full-scale TV campaign for Wickes,
the DIY chain, with a pounds 1.8 million push to coincide with the busy
The 60-second spot, which breaks on 20 March, continues the ’Right said
Fred’ theme, based on the Bernard Cribbens classic song, introduced in
last year’s radio commercial promoting the brand. In this latest spot,
two chirpy DIYers, Fred and Charlie, give Fred’s living room a
After a pointed nudge from Fred’s impatient wife, the men confidently
take on the task of doing up the living room.
The pair transform the room step by step, using their local Wickes
centre and booklet for helpful references to price and products needed
and punctuate their work with regular cups of tea.
Once the room has been transformed, the line ’Do yourself proud’
appears, and the men settle down for yet another cup of tea.
The spot aims to reflect Wickes’s core brand values in the down-to-earth
actions of the characters as well as capitalise on the Easter period,
traditionally a busy time for home improvements.
It will be supported by two ten-second tactical ads, radio and press ads
and 48-sheet posters.
The campaign will be fully integrated, including point of sale, press
wraps and leaflets designed by D’Arcy’s sister agency IMP to support the
The campaign was written by Steve Meredith, art directed by Ray Brennan
and directed by Tom Vaughn through HLA. Media planning and buying are
through Universal McCann.