B&Q Celebrates Annoying Children This Holiday Season

By Bob Marshall 

From McCann London comes this insanely sappy spot for British home improvement retailer, B&Q.

I don’t know about you guys, but I only made Christmas decorations for my parents when my school forced me to. So, I’m always a little put off my these spots that show generous children working hard to give their parents something. I mean, really, what child do you know who actually thinks that whole “it’s better to give than receive” adage isn’t full of shit? I get that advertising is generally pretty deceptive, but this is just crossing a line.

Also, are they trying to suggest that, if the little girl shopped at B&Q, her little angel thing wouldn’t suck and fall apart? Or, is that narrative of this entirely unrelated to the idea that you can do your Christmas decorating at B&Q, and we’re just supposed to get that warm and fuzzy feeling inside? Advertisers: Show me a child behaving like a child, and I’ll be a little more inclined to buy your product. The whole overly unselfish kid thing has already been done to perfection, and we don’t need to see it again. Credits after the jump.

Creative agency: McCann London

Production Company: Stink

Director: Christian Bevilacqua

Executive producer: Blake Powell

Producer: Annie Hart

Production manager: Polly Hartley

Location manager: Emma Woodcock