The Leroy Merlin brand was born 60 years ago, however the origins of the DIY store date back to the end of the First World War, created together by Monsieur Leroy fils and Mademoiselle Merlin who opened 33 other stores over the years, before being taken over.
The BETC Fullsix agency played on these origins, reinventing the story and setting the birth of Leroy Merlin 100 years ago.
The commercial opens in 1924, Rose Merlin and Adolphe Leroy get married, sealing the union and the creation of a brand very dear to the French.
Generations pass within the brick walls of a family home, with ever new additions and care to the home, until the last chapter, which reaches the roof and terrace with the installation of solar panels and a barbeque.
The new campaign, on air on TV and in-store, offers a more imaginative interpretation of the ‘There’s Still Love Somewhere’ brand platform, launched in 2021.
“A great story that reflects the company we work for. A human and sincere company, close to people, which moves forward hand in hand with its teams”, communications director Jade Sartorius commented to the specialized newspaper Influencia.
