Brainfood: Slogan Doctor Homebase: make a house a home
Most of us endure it to a degree, but DIY is hardly a commercial goldmine. Homebase, created by J Sainsbury, is the second-biggest chain in the UK, but it has not had an easy time. Sold to Schroder Ventures in 2000, it became part of Argos in 2002. Yet it retained the same ad campaign, fronted by Neil Morrissey and Leslie Ash, the increasingly weary-looking pair from Men Behaving Badly. The slogan then was 'You're better off with Homebase', which would have made more sense for a building society. The new owners went for a makeover. Abbot Mead Vickers BBDO, Homebase's ad agency for 15 years, held on to the job and came up with a series of snappy new commercials. Out went a bickering couple; in came a lot of orange blobs with prices on them. There was a new slogan: 'Make a house a home'. Hardly groundbreaking (unlike Homebase's excellent range of spades), but its emotional subtext recognises that women increasingly drive home improvement, something they achieve by buying pretty accessories rather than skinning their knuckles putting up shelves.