Retailer's comic ads guest star Laurence Llewelyn Bowen and juxtapose The Range's offer against a host of joke DIY products.
The first adverts launched on ITV during Ant & Dec's Saturday night Takeaway on Saturday, March 16 at 7.30pm and include a special guest appearance by Laurence Llewelyn Bowen who is helping the store manager character 'Malcolm' showcase the products sold by The Range.

The key character, Malcolm was introduced via The Range's ads in 2010 and is back this year for the new TV campaign. The Range decided to bring the character back for his second summer after a very successful Christmas campaign in 2012.

As well as demonstrating some genuine products sold by The Range, the ad also pokes fun with comical products that The Range would never sell, like the Emulsionator 3000 and Lawnmower sandals. The fun scenes depict a father showing his family the ridiculous products and the carnage that comes with trying them out.

The advert is produced with VCCP who are responsible for campaigns that include Comparethemarket.com, O2 and Muller.

The Range has seen massive retail growth in recent years and opened 11 new Superstores in 2012, taking the count to over 70 stores in England and Wales. It has also announced a target of 90 stores by the end of 2013, including new stores in Scotland.

The Range summer campaign will be supported by nationwide radio advertising. The radio scripts have a similar structure to the TV adverts, with Malcolm introducing the advertisement promoting a product and then going on to the hilarious impractical product "we don't sell".

To make the radio ads both creative and effective, they feature comedy 'jingles' about the fictional products, like the "hoover chair", "Sunbead Sunhat, "Hedge Suit" and "Sandpit Mattress.