Wickes celebrates 'labours of love' in latest ad

Wickes, the DIY and home improvement chain, is focusing on the personal reasons people look to change their homes.

The campaign, created by Iris, shares stories about the "magic of home improvement" with an ad about a young boy’s father and grandfather building a tree house.

It is part of Wickes’ plan to share "labour of love" DIY stories where people have been improving their homes, not to add monetary value but for a loved one.

A social media campaign kicked off towards the end of last year asking people to share their stories to be in with a chance of winning a £500 gift card.

The ad was created by Lou Bogue and Rupert Thornborough at Iris and directed by Stuart Douglas through Nice Shirt.

It is part of the "let’s do it right" campaign that began in March last year.

The spot will run on TV, video-on-demand, social, radio and press channels. Carat handled the media planning and buying.

Matthew Gaunt, the head of brand communications at Wickes, said: "People like you and me do, or have to do, DIY projects big and small every week.

"The new customers we gained over the last year have found that you can great help and advice at Wickes to make your project a success you can be proud of.

"So we thought it would be great to showcase and celebrate these successes, big and small, right across the UK."