In the UK, DIY brands tend to take a ‘does what it says on the tin’ approach to advertising (in the case of Ronseal, literally). It’s usually all about the products – the amount of different paint colours on offer, how fast and efficient the range of power drills are etc etc. Nobody attempts to examine the feelings that DIY evoke, we’re far too pragmatic for that.
Over in Germany though, Hornbach (and its ad agency Heimat) has built a reputation for advertising that makes home improvement appear both epic and bizarre. Take the latest spot, below, where a naked man falls fast and violently down a hill, in the process diving through grass, wood, and even taking a nail to the buttcheek. Yet where others would flinch, he expresses a perverse joy, which is summed up by the spot’s endline: ‘You’re alive. Do you remember?’. Yep, we’re a long way from B&Q now, folks.