Sainsbury's Homebase - You can find great advertising in the most unlikely places

Richard Huntington

Great DIY advertising is a contradiction in terms for most people. The sector's advertising has practically become the material of stand-up comedians - effective at generating immediate store traffic but crass, cluttered, bereft of ideas and perpetually screaming at consumers.
Agency: Abbott Mead VickersAuthor: Richard Huntington

Sainsbury's Homebase - You can find great advertising in the most unlikely places

HOW HOMEBASE CREATED AWARD-WINNING DIY ADVERTISING

Great DIY advertising is a contradiction in terms for most people. The sector's advertising has practically become the material of stand-up comedians - effective at generating immediate store traffic but crass, cluttered, bereft of ideas and perpetually screaming at consumers. In the midst of this, Sainsbury's Homebase has created advertising that contains no prices, no flashes, no store opening times and no products, or at least no obviously recognisable products. Homebase's advertising...

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