A TV ad created by Iris features a man pulling out an old pot of paint and a stiff brush from the garage. A voiceover calls him the "British bodger".
His partner peers through the door to see him struggling and makes a trip to Wickes to buy some paint and get some advice from the staff.
The couple successfully redecorates a room in its house and the voiceover says, "let’s do it right".
The campaign aims to show that Wickes is available for not only the professionals but also those looking to DIY.
It was created by Shaun McIlrath, Lou Bogue and Phil Kitching. Paul Gay directed it through RSA. Carat handled the media planning and buying. It will also run on print, radio and online channels.
Matthew Gaunt, the head of brand communications at Wickes, said: "For more than 40 years we’ve been helping the people of Britain improve their homes.
"We know what it takes to do a project right from start to finish. This campaign is just the start of making that knowledge available to everyone."
Iris picked up the £24 million creative brief in January, beating off competition from the incumbent MWO, as well as McCann and VCCP.
Adam Wright, the managing partner at Iris, said: "Wickes is an amazing brand. It’s where the pros go because it offers the right range, right materials, right advice and right prices – making it the natural choice for trade and DIYers alike.
"Anyone can ‘do it’. Wickes is for people who want to do it right."