David Reviews

 Biting the hand that feeds us since 2002.

Hornbach
"No Regrets"
67s
16 March 2017
Germany DIY Retailers

This ad for German DIY retailer Hornbach is barmy - and brilliant. It opens with a man building a house in an idyllic setting (we assume this is a common German leisure activity), who takes an unexpected tumble just as his son arrives.

The boy is struck by terror as his father screams, the entire structure collapsing on top of him in a cascade of wood and bricks which surely sends him to the big DIY store in the sky. The lad starts to weep for his loss - and the years of expensive therapy in his future - but then a very different sound begins...

The twist is a very entertaining example of how we wish we'd react to life's absurdities, and there's a lovely comedy performance from the grief-stricken child. Still, we wish the dark humour had been pushed even further - was anyone else waiting for a sinkhole to swallow them up at the end? Just us, then...

Transport For London
"Build a Picture"

Miles said:

He's about 45 though, right?


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Hornbach
"No Regrets"
67s
16 Mar 2017
This ad for German DIY retailer Hornbach is barmy - and brilliant. It opens with a man building a house in an idyllic setting (we assume this is a common German leisure activity), who takes an unexpected tumble just as his son arrives. The lad starts to weep for his loss, and the years of expensive therapy in his future, but then a very different sound begins...

B & Q
"Mandi"
20s
21 Nov 2016
B & Q add a festive spin to their in-store heroes series as we’re introduced to Mandi a.k.a. The Queen of Christmas (sorry, Mrs Claus). Trolley brimming with decorations, Mandi helps customers find everything from the right tree - be it magical or musical - to a glowing snowman. Perhaps Leicester City Council should've paid a visit before decorating their tree.

B & Q
"Louis"
30s
13 Sep 2016
B & Q introduces another in-store hero wearing the retailer's orange apron like a boss. Louis struts through the kitchen department in slow motion while the VO uses a variety of cooking-inspired terms to describe his prowess. While Louis walks the walk, he's also got the right attitude when it comes to helping customers with their kitchen design queries.

B & Q
"Clark"
20s
18 Aug 2016
B & Q change course from their cast of animal DIY enthusiasts to focus on the in-store heroes who make our home improvement whims a reality. This execution introduces us to Clark in all his slow-motion glory as he helps customers find the right shade and the right brush for the job. A less furry direction for the retailer, but it should help remind punters to get their painterly essentials ready for the bank holiday weekend.

Homebase
"No More Sales"
20s
5 Jul 2016
Homebase are opting out of sales in favour of permanently low prices according to this brusque animated film. It sounds like it's a decision that's come about because the DIY chain has discovered punters are sometimes reluctant to make a purchase because they worry they'll see the same item in sale the following week... but this probably isn't the right answer.

Wickes
"Samuel"
60s
20 Apr 2016
Another intimate depiction of redecoration from Wickes sees a boy called Samuel and his parents begin planning a new bedroom for the lad. As with the DIY chain's previous film, the ad takes time to acknowledge the satisfaction of bringing a project to fruition, with Wickes portrayed as a welcoming provider of materials and advice when our hearts are set on improving our home.

B & Q
"Koalas"
30s
3 Apr 2016
Considering these koalas' affinity for the barbie, perhaps moving to the changeable conditions of the UK wasn't the wisest idea. Regardless, it's not enough to deter the human-sized marsupials from sprucing up their back garden for social gatherings. Funnily enough, it's the first time in this fun series the voices have 'matched' the animal.

Hornbach
"You're Alive"
60s
3 Apr 2016
This lovely commercial for German DIY retailer Hornbach introduces us to a middle-aged man steeling himself for a spot of good old fashioned hole digging. Oh, and the same man standing naked as the day he was born on a mountain ridge. Is he preparing to say goodbye to this cruel, cruel world? Far from it - he's diving back into nature with style.

B & Q
"More Beavering"
30s
30 Mar 2016
More easy-going chatter from B&Q's home improvement-conscious rodents as their thoughts now turn to the garden. As Mrs Beaver tends to the new lawnmower, we learn Mr Beaver is always keen to take advantage of the DIY retailer's deals. While spring hasn't fully sprung just yet, the brand once again posit themselves as the ideal destination for those keen to exercise their green fingers.

B & Q
"Beavers"
30s
23 Mar 2016
B & Q's DIY animal kingdom grows with the addition of Mr and Mrs Beaver - and they do the industrious reputation of their species no harm at all. The fact that two human-sized beavers shopping for peat is of no consequence to fellow customers works nicely, and their easy charm allows the ad to balance entertainment and talk of flooring offers with ease.

Homebase
"Pride and Paint"
30s
16 Mar 2016
Homebase suggest how a tin of paint can do wonders for a teenager's attitude towards their living space. We see three girls take roller to wall before proudly standing by their handiwork, with the store linking its range of colours to a quality home life. The DIY retailers are in full swing ahead of their biggest weekend of the year.

Homebase
"Life Improvements"
70s
15 Mar 2016
Homebase's new 'Life Improvement' angle is the basis for this advertising collaboration with Channel 4. Having asked how they could help with sprucing up the nation's households, the DIY retailer begin giving selected homes in Brighton and London a new lease of life. As luck would have it, each project is "just down the road" from the last one.

B & Q
"Zebra"
30s
17 Mar 2016
WCRS have made an inspired choice for the new colour spokesperson at B & Q... a debonair zebra determined to get away from the 'black and white' choices of his parents. There were many ways they could have brought the equine character to life and we thoroughly approve of their choice... having a human body with a zebra head allows him to interact with the staff at B & Q as though nothing is out of the ordinary.

Wickes
"Treehouse"
60s
14 Mar 2016
In a similar vein to the Homebase ad we brought you recently, Wickes have been thinking about why we - as a nation - can't get enough of DIY. The result is a lovely-looking film by Nice Shirt's Stuart Douglas focusing on three generations of the Hampson family as they plan a new treehouse. Douglas's observational prowess shines through as he takes us from the initial sketch to the finished fortress.

Homebase
"Life Improvement"
60s
7 Mar 2016
Having found success with a clever campaign focused on redecoration on the fly, Homebase pursue an intriguing new direction which delves a little deeper into the rejuvenating power of a fresh lick of paint. A selection of the store's products are shown against a white backdrop while the VO reveals why we might consider buying each object, but with a little more profundity than we might expect.

B & Q
"Yellow Handbag"
30s
28 Jan 2016
A zingy lemon handbag gives a woman all the momentum she needs to get down to B&Q and start choosing paints to revamp her home with. Turns out there are over two million shades to pick from - with a little help from their friendly assistants - and lots of special offers too. We can only assume the DIY superstore is trying to prompt us into doing a bit of Spring sprucing-up with them before anyone else suggests it.

Wickes
"Changing Kitchens"
30s
13 Dec 2015
Wickes gently set out their stall as the retailer of choice for punters who want to design their own kitchen. By stating its recognition that the kitchen is the centre of family life, the retailer hopes to earn the right to supply them for us. Martin Clunes's measured VO helps to create a well judged conviviality which make it pretty persuasive.

Wickes
"The Fusspots"
30s
23 Oct 2015
Wickes sides with the "fusspots" according to this commercial voiced by Martin Clunes. They celebrate those who take their time to make the right decision... presumably because these perfectionists are willing to pay top dollar for the right tools and the right materials... plus - if they're not happy with the outcome - they're prepared to start over with new tools and new materials!

Hornbach
"Always A Job To Be Done"
78s
27 Sep 2015
This clever film for Hornbach out of Germany offers an illustration of what happens if all the world's cultures pull in different directions. At a time when our governments are demonstrating an astonishing inability to deal with the refugee crisis, it's a timely reminder that only co-operative action will yield positive outcomes.

Screwfix
"England Football Sponsorship"
70s
8 Sep 2015
Much like the football team they sponsor, these Screwfix sponsorship bumpers have good intentions, but fail to leave much of an impression when it matters. A Brummie commentator tries to inject some drama into rote shots of the Screwfix catalogue and various tools, but it's a familiar idea and this treatment doesn't add much to the formula.

B & Q
"Portals"
30s
7 Sep 2015
A woman gets closer than ever before to her dream kitchen in this clever ad for B&Q. Not content to simply look at the pages, she dives into the DIY store's range in pursuit of her ideal cooking space. The VFX work is especially well done, and it really illustrates the feeling we have when we decide to wholeheartedly throw ourselves into redesigning the heart of the house.

Hornbach
"DIY Jeans"
40s
13 May 2015
Hornbach's idea is that we're pretty much wedded to the knackered old gear we wear to do our DIY in - and this commercial shows us just how far that commitment goes for some people. A chap whose wife has thrown out his gardening jeans travels to a vast and remote landfill site in order to track them down. It does leave you feeling bad for the people whose lives are stuck there though, while our man gets to go home to dig a pond for his nice garden.

Wickes
"The Bodger"
30s
2 May 2015
Forget badgers and other supposedly pesky British wildlife, it's bodgers that need shooting. The bodger makes a mess of all the DIY jobs he undertakes and his mishaps need to be resolved as soon as possible - which is where Wickes steps in. We like the touch at the end with the birdhouse in this spot... although the new garden is weirdly scary.

Dobbies Garden World
"STV Sponsorship"
20s
27 Apr 2015
Ahead of a nationwide Bank Holiday gardening spree - weather permitting, of course - Dobbies appeal to the green-fingered with this bumper. Unlike their more exuberant competitors, it's all very tranquil, but it's a neat visual idea - showing us the top-down view of well-managed neighbouring gardens as if filmed by a good-natured surveillance drone.

B & Q
"Lavender"
20s
26 Apr 2015
If a bit of interior decorating doesn't float your DIY boat, you might turn your ambition to the great outdoors and transform your garden instead. This lingers a little too long on a lavender promotion, but it still has a nice degree of verve to it and we like the playful twist on the old line about coming up smelling of roses.

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David Reviews - Lovely Lenzie Ltd, Woodbourne House, Seven Sisters, Lenzie, G66 3AW. Telephone: +44 141 776 7766. Editor: Jason Stone.