The ad at the centre of B&Q’s new campaign, led by Uncommon Creative Studio, uses a restrained hand to address inflation. Directed by The Glue Society, the spot shows everyday items – from groceries to school books – appearing to float up into the sky, symbolising the rising costs facing households around the country.

Most of the objects eventually disappear from the scene, leaving behind the image of a hammer formed out of home and garden products, including a tub of paint, plants, and electrical tools. As well as being a household tool sold at B&Q, the hammer is designed to reflect that the brand is “nailing down” its prices this spring.

The scene was shot entirely upside down using an inverted camera. The items were suspended from an overhead frame, so when they were cut from string on the set, it creates the illusion of the items rising up and floating away.

With its sunset hues and gentle music, the campaign film takes an unusually subtle approach to addressing the cost-of-living crisis, opting for symbolism over scare-mongering.

Credits: 
Agency: Uncommon
Production Company: Biscuit Filmworks UK x Revolver
Director: The Glue Society
DoP: Krzysztof Trojnar