- Do It All is launching a £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 filming with a hand-held camera. In the first spot, a mother is filming her daughter having her hair done for her wedding day. "That's gorgeous," the mother says to her daughter before letting the camera drift to focus on her recently re-decorated living room. When her eyes turn back to where her daughter was sitting, she finds that she's already left for the church.
The second film is set outside and 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, however, she takes more interest in the decorations in her living room.
Each ad finishes on the voice-over: "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 throughout the summer on national and satellite television. Media will be handled by BMP. 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."