Wickes debuts first TV bathroom ad in a decade

Wickes is launching a new TV campaign, today, Tuesday 8th June, to showcase its expanding bathroom range. The advert is the home improvement retailer’s first bathroom focused TV ad in ten years and forms part of the ongoing tongue-in-cheek ‘Housebarrassment’ campaign, which shows Wickes on a mission to help the nation feel houseproud.

The 20s advert, created by agency VCCP and produced by Tantrum,  will appear on TV screens nationwide, VoD and YouTube with a heavyweight campaign over 17 days and will be fully supported by a paid social media campaign. The story shows how one homeowner finds his overloaded bathroom shelves collapsing when he reaches for a product, before eventually calling on Wickes to help transform his space into the bathroom of his dreams from concept to reality, with a beautiful free-standing bath, sophisticated shelving, a modern mirror cupboard and flattering and stylish lighting.

The funny but familiar scenario played out in the ad shows how important bathroom storage and utilising space to maximise it can be. Whether consumers are living alone, with a partner or with family, the creative highlights the significance of decluttering, and the joy of creating an aesthetic space where one can relax and unwind.

Wickes first bathroom TV ad in ten years comes after the brands’ 2020 proposition change, which saw the bathroom range grow by more than 800 products, offering those renovating their bathroom more styles, textures and colours than ever before. The creative launches as the latest research by Wickes reveals that one in four (27%)* intend to buy a new bathroom in the next year, the highest level seen since before the pandemic, mostly likely driven by the easing of restrictions.

 Mandy Minichiello, Head of Marketing – Showroom, says: “We are thrilled to be launching a new bathroom TV ad. We’ve transformed our bathroom range to showcase a new stylish offering from contemporary to classic, so there’s something for everyone. At Wickes, we help our customers with the full transformation journey from design all the way through to installation in order to bring your dream bathroom to life.”

Simon Learman, Creative Director, VCCP: “Housebarrassment can strike at any moment. And in Wickes’s latest advert, we see an all too familiar situation where a tired and cluttered bathroom finally goes to pieces. But, through the ad, Wickes soon transports the overwhelmed father to his dream bathroom, a place where the whole family can relax as well as take advantage of the abundance of storage space.”

*Savanta Consumer report – weekly omnibus results – April 2021

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