J Sainsbury DIY chain Homebase has signed up Men Behaving Badly couple Leslie Ash and Neil Morrissey for its national TV campaign which launches this week.
In the series of ten and 30-second ads, created by Abbott Mead Vickers.BBDO, Ash and Morrissey are shown shopping in Homebase and drawing attention to special offers.
The offers include the Spend & Save loyalty card, with extra points available to card-carrying customers, and a new competitively priced product range known as Value Basics, which includes paints and tools.
An initiative called Price Track will also be highlighted in the campaign. This involves a guarantee that prices for 1,500 of its key products cannot be beaten.
Homebase marketing director Kate Swann says: “Nearly half our customers are couples shopping together. Men and women identify with both characters. After getting together in Men Behaving Badly, it seems very natural for the couple to be doing up a new home.”