Do It All is launching a pounds 10 million TV campaign aimed at
repositioning the DIY chain as a caring retailer that understands
house-owners’ pride in their homes.
The three spots created by GGT each feature home-owners using hand-held
cameras. In the first spot, a mother is filming her daughter who is
having her hair done for her wedding day. ’That’s gorgeous,’ the mother
says to her daughter before shifting the focus on to her re-decorated
When she returns to where her daughter was sitting, she finds that she
has already left for the church.
The second film features a couple recording their son as he embarks on
his inaugural bike ride. However, the father’s attention is distracted
by the newly installed summer house and garden furniture. The spot ends
as the little boy careers into him.
The third ad shows a mother filming her daughter practising ballet.
Again she takes more interest in the decorations than her child.
Each of the ads ends with the same voiceover saying: ’Do It All. We want
you to love where you live.’
The TV work will be bolstered by a press and radio campaign focusing on
Do It All’s service policies on returns, delivery and its helpline. The
campaign will run from Friday on national and satellite television.
Media will be handled by BMP Optimum. The campaign was written by Carol
Haig and art directed by Phil Martin. The TV commercials were directed
by Alastair Thain through Annex.
Peter Jones, board account director at GGT, said: ’Nobody has really
defined the idea that people are emotional about their house. Do It All
is number three in the marketplace and has recently gone into
profitability. This campaign is harnessing that.’