Wickes TV Ads Promote Home Improvement Projects

Home improvement giant Wickes is kicking off the New Year with some exciting DIY projects featured in two new TV spots. These creative ads, crafted by St Luke’s, showcase Wickes’ fresh brand platform, “Feel as proud as a peacock,” which was introduced in December 2024 and shines a spotlight on their kitchen offerings.

The main attraction is a 30-second hero film hitting the airwaves on January 26th, airing on TV and video-on-demand platforms. Soon after, a shorter 10-second spot will make its debut on January 30th.

This longer film is groundbreaking for Wickes, as it’s the first time they’ve included bathrooms in their TV ads since 2021. This move follows the brand’s expansion of their bathroom product line by introducing 1,000 new products in 2024.

Picture this: it starts with a woman painting a wall, and as she finishes the last stroke, her pride is brought to life with vibrant peacock feathers sprouting from her back. This sense of accomplishment is woven throughout various scenes, from a woman laying the final piece of flooring in her hallway to a homeowner beaming with pride after a professional Wickes fitter installs their new bathroom, and a couple finishing up a garden project. Each scenario reflects people’s pride in their hard work, symbolized by the stunning display of peacock feathers.

The shorter ad features the same DIY enthusiast painting her wall and highlights an offer on Dulux paint.

Richard Denney, Joint Chief Creative Officer at St Luke’s, commented, “Our initial brand work for Wickes last year was a hit. This success inspired us to link pride with peacocks, resonating even with younger audiences. With the New Year sparking new beginnings, we believe it’s the perfect time for some DIY.”

Gary Kibble, Chief Marketing and Digital Officer at Wickes, added, “There’s nothing quite like the feeling of pride you get from completing a home improvement project. This campaign underscores that Wickes is your one-stop shop, offering everything from bathrooms and kitchens to garden supplies and paint, helping you achieve that feeling of triumph.”

And there you have it! Wickes is encouraging everyone to dive into home improvement projects with these new captivating TV ads.