A brand new advertising campaign from Wickes debuted on mainstream TV last night, featuring new character Wickesy the dog, who is seen in the advert overtaking an old English sheepdog similar to those used in Dulux marketing.
A voiceover remarks that "at Wickes bigger doesn't always mean better" as the ad goes on to claim the retailer's paint brand is the product of choice according to an independent survey of more than 100 tradesmen. According to Wickes, the result show that more than two thirds of tradesmen preferred the retailer's trade vinyl matt emulsion (in brilliant white) over the brand leader.

Produced by advertising agency MWO, the ad uses Border Terrier Wickesy to "capture the trade's spirit and energy" as well as establish the brand as "the trade's best friend."

Following his TV debut, Wickesy the dog will now take on the Wickes Facebook page and Twitter handle as part of the campaign's social media leg. Wickes brand director Tony Holdway said: "Tradesmen are key to our Wickes business and, as such, we wanted them to be at the heart of our new advertising campaign.

"We also know that DIY-ers and homeowners trust the opinion of tradesmen. What better way to encourage consumers of the quality of our paints than to make clear that for over two thirds of tradesmen, ours is their preferred brand? As for Wickesy, he is a very welcome addition to our Wickes team!"

MWO creative director Mark Hurst added: "When we were presented with a paint that was clearly preferred over the brand leader we wanted to get the message across with a little charm and saw the opportunity to create a loveable brand property for Wickes.

"Wickesy is the tradesman's best mate, a cheeky little scamp and a true underdog. He's fleet of foot, always surprising and a social little fella, keeping you up to speed about new paint whenever he can. This one's got Wickesy's name on it."