This spot opens with a woman reading the results of a pregnancy test. She then walks into the kitchen, where things are falling apart, with furniture
and canned goods flying and her (presumed) husband and son backed up on the wall. She goes out the window, climbs around her backyard, and winds up in some odd poses as well.
When she
comes back in, the kitchen is redecorated. She tells her husband shyly, “I’m pregnant.” The man and woman hug and an announcer says, “Change. Made easier with
B&Q.” The ad is effectively scored with a female-sung version of David Bowie’s “Sound and Vision.”
B&Q a British home improvement retailing company, has
released similarlyelaborate ads before and has recently said that it wants to create more of an emotional connection with its consumers. This ad, via Uncommon, appears to
be hitting that mark and is a nice break from the macho-voiced home improvement ads here in the States.
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One home improvement marketer, Owens Corning, began targeting more women in 1997, when
it moved away from exclusively targeting sports programming to TV shows targeting women.
“We saw a tremendous shift in the women’s role in home improvement over the past 20
years,” Lynn Hartzell, director of marketing at Owens Corning’s Building Materials Systems, told The Money Pit. Hartzell added that in addition to taking a hands-on
approach, women from Generations X and Y are more inclined to do the work themselves.