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Home Depot lets its customers do the talking in a new Quebec-based television ad from Cossette Montreal that shows viewers how easy it is to achieve their renovation goals.
The 30-second spot is the second in a series that launched earlier this year, and features in-store interviews with female consumers explaining how products available exclusively at Home Depot make do-it-yourself projects easier.
In the latest ad, viewers are introduced to Johanne who explains how easy it is to lay down Allure-brand vinyl flooring. “It fits together by itself,” she says, slotting the pieces together. The spot ends with the announcer reminding viewers that Allure flooring is only available at Home Depot.
The series kicked off earlier this year with a spot featuring a customer named Joyce impressed by the retailer’s Martha Stewart Living collection.
“When we begin the day of filming, we don’t know what the final product would look like,” said Antoine BĂ©cotte, co-head of Cossette’s creative department, in a release. “The process is guided by the people we interviewed, then the team works according to what they shoot.”
Both ads end with the tagline: “C’est Beau” (It’s Beautiful), which the retailer first introduced in 2007. Home Depot first launched the testimonial-based format last year in order to set the retail giant apart from its main competitor Rona, said Benoit Bessette, vice-president of Cossette Montreal.
The effort performed extremely well, and is a good way to demonstrate to the Quebec market that “Home Depot is listening,” said Bessette.
The conversations with Johanne and Joyce continue online where they highlight other useful products. While on the site, customers are invited to share how Home Depot can “renovate their lives.” Some of the comments will be used in future radio advertising.
New spots will be introduced throughout the year.
