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ADVERTISING CAMPAIGNS

Homebase ad transforms 'lifeless' pier

Client: Homebase

Agency: Leo Burnett

On Sunday night, February 27th 2011, the new Homebase TV commercial aired for the first time.

The work, by Leo Burnett London, follows the successful ‘Carlisle Station’ campaign in 2010, and this time
sees a Pier completely transformed into a homely space.

In the first TV commercial we see the Pier changed from lifeless and empty to a vibrant garden, kitchen and living area. Further executions from the campaign are planned throughout March and April.

The campaign utilises a mixture of live action and stop frame animation techniques and has been directed by Liz Murphy at Dab Hand. One section of the pier is completely transformed with thousands of plants, whilst on another part an ice cream stand is given a new lease of life with tiling and hundreds of paint colours from Dulux, Crown and Home of Colour to Farrow and Ball.

The entrance to the pier becomes one of Homebase’s 26 kitchens and there are brightly coloured living rooms as far as the eye can see all full of beautiful floor and ceiling lights.

The 40 second commercial aired for the first time on the ITV break of Sunday night’s “Dancing on Ice”. The work airs nationally with Media planning and buying by Mindshare.

AJR
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