French home improvement retailer Leroy Merlin illustrates the journey of renovating a home with the metaphor of a house setting sail on the open sea, in a new spot that required an epic production to shoot.
Set to a cover version of Rod Stewart's "Sailing," the ad sees a young couple enter a dilapidated cliff-top house. As they start renovating, it tips over into the ocean and sets sail. They experience both storms and calm waters, and even run aground, before their journey is over and they finally emerge from a smart-looking home back on the cliff. The tagline is "Build your life."
The campaign was created by BETC Paris's BETC Shopper retail arm, and was directed by Reynald Gresset of La Pac. According to BETC, each scene had to be shot three times: first on dry land, another time on a moving set and then finally on water. The shoot took place over seven days in South Africa and employed divers, drones and helicopters.