French home improvement brand Leroy Merlin capitalises on the 'Selfie' for new ad
French home improvement store Leroy Merlin is the latest brand to cash-in on the ‘Selfie’ craze with its latest campaign which aims to re-establish the brand as the country’s leading DIY store.
The campaign consists of four films with one of which entitled ‘Selfie’ taking a fresh twist on the photography fad.
Created by BETC Paris, ‘Selfie’ demonstrates the sense of satisfaction and pride that comes with a job well done. On first glance it appears the stars of the ad are getting in on the ‘Selfie’ trend but as the ad goes on it becomes clear that they aren’t the main subjects of the photos, it’s the home improvement project behind them.
A diverse range of people were used in the creative – young, old, male, female – in order to communicate Leroy Merlin’s message that anyone can take on a home project, just as easily as they can snap a photo.
The final tagline ‘You can be proud’ serves to congratulate customers.
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BETC Paris
Founded in Paris, France in 1995, BETC has become known throughout the advertising industry for its creativity and iconic campaigns led by co-founder Remi Babin...
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