Spot TV 2015: It's more than a bathroom when it's made by you | Leroy Merlin - Ad Analysis
AI Editor notes
Straight from the gut!!
“This is a classic piece of emotional brand building. It feels honest. The insight—that a kid growing up creates small, practical household problems that are really opportunities for connection—is smart and relatable. It’s a bit slow for today’s 3-second-hook world, but for a 2015 TV audience, this kind of heartfelt storytelling works well to build brand affinity. It positions the brand as empathetic, not just a warehouse.”
Quick Summary
This ad successfully shifts the focus of home improvement from the 'what' (products, materials) to the 'why' (creating spaces for life's meaningful moments). Leroy Merlin isn't selling bathroom vanities; it's selling a solution for a father to reconnect with his teenage son during a pivotal life stage. The DIY project becomes a tangible act of love.
Executive Summary
This Leroy Merlin ad is a solid example of how to elevate a functional product category into an emotional brand story. Instead of showcasing tile options or faucet features, the creative team at Publicis Italia focused on a core human truth: home improvement projects are often prompted by, and are an expression of, love for one's family. The ad uses a classic problem-solution narrative structure, but the 'problem' is far deeper than a crowded bathroom.
The Core Insight here is that as families grow, the physical spaces of a home need to adapt, and this adaptation is an opportunity for connection, not just renovation. The father isn't just annoyed by the messy sink; he sees his son's journey into adolescence and the emotional distance that can come with it. The messy bathroom is merely the symptom of a much larger, more poignant life change.
The Execution follows a clear Setup-Turn-Payoff model. The Setup (0:00-0:23) establishes the characters and the conflict: a father and his increasingly independent teenage son are struggling to share a single bathroom. The son’s clumsy first shave is a perfect visual shorthand for this awkward life stage. The Turn (0:24-0:37) is the father's decision to act. He doesn’t lecture his son; he goes to Leroy Merlin and begins a project. This proactive, hands-on solution is central to the brand's DIY ethos. The Payoff (0:38-0:56) is the reveal of the new double-sink bathroom, but the true emotional climax is the shared moment of shaving side-by-side. The project didn't just add a sink; it created a new ritual and a new space for connection. The tagline, "It's more than a bathroom when it's made by you," perfectly summarizes the entire narrative. [1, 2]
The Debrief for the brand team is clear: emotion sells. By anchoring the brand in a universal father-son story, Leroy Merlin transcends being a mere retailer of goods and becomes an enabler of a better family life. It proves that you don't need flashy effects or loud humor to be effective; a simple, well-told human story can build a much stronger, more enduring brand connection.
Theme Keywords
Brand Position
The partner for creating a more meaningful home life.
Brand Archetype
The Caregiver
Creative Game Plan
Demonstrate that a DIY project is more than just manual labor; it's a way to express love and adapt your home to your family's changing life.
Diagnosis: Issues & Solutions
Primary Issue: Strategic Sense
The Problem:
The narrative is heavily centered on a male perspective (a father's project for his son). While effective, it potentially overlooks female homeowners and mothers, who are often key decision-makers in home renovation projects.
The Solution:
Future campaigns in this series should diversify the stories. Show a mother teaching her daughter a skill, a couple collaborating on their first home, or a woman undertaking a project for herself to create an inclusive and broader appeal.
Secondary Issue: Clarity of "What's Next?"
The Problem:
The ad does a fantastic job of selling the 'why' but a poor job of guiding the inspired viewer to the 'how'. After feeling the emotional pull, the only directive is a URL, leaving a significant gap between inspiration and action.
The Solution:
A simple, unobtrusive on-screen text overlay near the end, such as "Bathroom solutions for every stage of life" or "Start your project today," could bridge the emotional story to the practical offerings of the store more effectively.
Additional Notes
Credits
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