Magazine article Marketing

God's Gift to Talent

Magazine article Marketing

God's Gift to Talent

Article excerpt

Do It All, Pizzaland and Nationwide Building Society have all signed up with GGT -- the ad agency out to put an end to 'fish and chip paper advertising'

Stripping, rubbing down and making good. . . The terminology of DIY belies the stress it causes. Marital punch-ups at the paint counter, tiffs over tiles, it's an emotional subject.

But according to Do It All, it don't have to be that way. Last month the company broke the traditional plank-plugging mould to launch its first strategic TV advertising campaign.

"We recognised we'd reached a turning point in our evolution and needed to develop the brand," says Chris Laming, head of brand development at Do It All. "Differentiation is key to this marketplace."

Differentiation is a word you're also likely to find tattooed on foreheads at Do It All's new ad agency GGT after a string of retail account wins, worth a bumper [pounds]36m, this year.

Do It All is a third of the way through a national roll-out of its unique new format designed to nurse customers through the DIY process.

"I hate to be complimentary about an agency, but GGT approached a thorny topic with refreshing logic," laughs Laming.

The agency has turned DIY advertising on its head. It hired the director of Robbie Coltrane's hit TV show Cracker to inject an atypical sense of reality. A feisty female stars in the ad because -- no surprise to anyone but other DIY advertisers -- women are the power behind the purchase.

"It's a dodgy old area to do anything good in," says Tim Mellors, GGT's creative director. "The usual approach where walls become instantly white is not convincing."

Parallel commercials use animated versions of Do It All's Project Guides to show how easy DIY can be and, for the emotional sell, fly-on-the-wall footage of the Wood family doing it themselves.

Pizzaland also kicked off its TV campaign in October -- the first for eight years. When the restaurant chain launched, pizza meant Pizzaland. Now it could be any one of a list of rivals.

"It took five hours to brief GGT," says Michael Ryan, marketing director of brand-owner BrightReasons. "We had to return to some semblance of brand integrity.

"There is a latent belief that pizza is Italian and we've made Pizzaland about in-house eating and a Southern European feel."

The ads turn "below stairs" into a quirky sitcom. …

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