Still from B&Q You Can Do It ad showing an aerial view of a person lying on their back surrounded by a bucket and broken tiles

B&Q’s new ad aims to silence the doubters

The new brand film is a call to arms for hesitant home improvers to ignore the voice that says they’re not capable of the job

B&Q’s new ad, directed by Elliott Power, puts a fairly epic spin on its nearly 40-year-old tagline, You Can Do It.

Adopting the kind of tone and intensity typically found in a sports brand campaign, the ad takes us through the external judgements and internal excuses that discourage people from tackling home improvements themselves, before its hero takes a sledgehammer to a wall – and all of the mental barriers it represents.

The idea was to bring “new life and meaning to their household tagline”, explains Nils Leonard, co-founder of Uncommon, the brand’s ongoing partner agency. “We live in a world where we’re told we can’t more and more, every day – this campaign is all about reclaiming that message with power in a way only B&Q can.”

The campaign also includes out-of-home executions, as well as a large-scale installation created using B&Q products that will link back to the brand film. UK viewers tuning into the final season of Ant and Dec’s Saturday Night Takeaway will be able to see the creation being built over the course of four ads.

Creative Studio: Uncommon Creative Studio
Production Company: Lovesong
Director: Elliott Power
Creative Director: Daniel Wolfe
Art Director: Amber Frisenda
DOP: Patrick Golan
Editing: Dom Leung, Matthew Blacklock (Marsheen)
Sound: King Lear
Colour: Company 3
Music Supervision: Curation Music