"Today We Do"

3 March 2026

60s

Once more into the beech wood shelves.

Every year, B&Q has to think of a new way to advertise the same idea because they know that spring is the time when homeowners turn their attention to DIY. It is a challenge that often sees them rising to the occasion, producing their best work of the year. It is, in a sense, their 'Christmas' ad. For this iteration, comedian Joe da Costa gives a stirring speech aboard a mini tractor and leads a crowd to the closest outlet of the DIY superstore.

Director Tim McNaughton coaxes a performance which is a perfect balance between a stirring speech and a parody of a stirring speech, allowing the audience to feel fired up by the prospect of fixing up their home, whilst having a laugh about it as well. Both script and director take advantage of firmly established comedy tropes to deliver the laughs, with excellent support from casting director Anna Kennedy, who guided McNaughton exactly the right people for the murmured interludes.

B&Q's bottom line will inevitably receive a seasonal bump but, thanks to this splendid commercial, the numbers may rise a little higher than expected.

UK

DIY Retailers