SLOGAN DOCTOR B&Q: LET'S DO IT TOGETHER

摘要

For many people, the mere thought of DIY provokes dread. Part of the problem is the fear of things going wrong. B&Q boldly confronted that in its 2011 TV campaign, created by McCann Erickson, which introduced the new slogan. It showed funny YouTube-style clips of real-life home improvement disasters, leading to a provocative conclusion. 'This weekend, don't do it yourself,' said a caption, followed by the punchline: 'Let's do it together.' B&Q has gone to some lengths to ensure that is not an empty promise. It offers instructional leaflets, in-store demos and advice from 16,000 staff with a City & Guilds in 'home improvement knowledge'. The slogan is an advance on the old 'You can do it when you B&Q it', which, while encouraging, placed the onus firmly on the consumer. The new line is about 'us', who will do it 'together'. That's good: some of us need all the help we can get.