Wickes is fighting back against the gloomy economy by splashing out £15m on a series of commercials.
The adverts, which hit screens from December 21, further indicate Wickes has been hit by the downturn in the construction market and is appealing to homeowners to boost profits.
The retailer has spared no expense by recruited Harry Potter actor Timothy Spall as the voice of the campaign.
The ad will be shown in the most prominent, and therefore most costly, positions across the ITV, Channel 4, Channel 5 and Sky networks during soaps and other top rated shows.
Wickes says the campaign is based on 'core customer insight' focusing on a job well done with the strap-line: "It's got our name on it."
Wickes, brand director Matthew Critchley, said: "Our new campaign sums up everything Wickes is about - quality own label products our customers and colleagues can be proud of.
"A launch onto TV is a significant marketing development for the company and will provide us with a greater share of voice in this tough market."
The TV campaign is backed with a national print campaign and wider marketing activities, including in-store communication, which will start next year.