Does Exactly What it Says on the Tin. It’s one of the best known brand lines, so ubiquitous that it’s made its way into everyday parlance. It’s a timeless classic of a bygone era of advertising, and it’s one that our client, the good people at Ronseal, wanted to bring back.

Gone, however, are the days of the Ronseal man from the original 90s ads. He was blokey, middle aged, white. It’s 2023, hun, and DIY is for everyone. But his straight-talking edge was what really felt ownable, so that’s what the brand refresh sought to bring to the forefront.

The new ads are all about tone of voice, observational humour and Britishness. The brand takes a sideways glance at modern life, before concluding that, unfortunately, not everything is as straightforward as Ronseal.

Bravo to the client for blowing the shed door off its hinges and trying something completely new with this one. It’s been a blast to work with such a venerated piece of advertising history. Hopefully we’ve done it justice.