Created by Uncommon, 'Prices. Nailed' succinctly conveys this narrative with an artistic shower of stocked tools and implements frozen in space and time above a garden and only as the camera pans do the miscellaneous assortment of items resolve into the shape of a hammer.

Precariously tethered to the ground, the items are shown dangling from an upside-down vantage point, a surprising frame of reference reinforced by falling objects such as a pint of milk, eggs and a smashed piggy bank – a metaphor for the financial strain people are experiencing.

Tom Hampson, marketing director at B&Q said: “Spring is always an important time of year for our customers, who turn their attention to resetting their gardens and giving their inside spaces a makeover.

“With rising prices across household bills, we know the dynamics will be different this year, but we still want to help our customers make the most of spring. That’s why we’ve nailed down prices on hundreds of essential spring products. We’re so pleased to be launching our ‘Prices. Nailed’ campaign to shout about it with this beautifully crafted piece of work from our long-standing partners at Uncommon.”

Shot with an inverted camera to turn our notions of physics upside down the dramatic piece saw objects painstakingly threaded into position to avert a Newtonian fall back down to Earth.

Screening on TV, social, video-on-demand and digital throughout April, with associated radio, outdoor and press executions to follow later in the month.

B&G has delighted in defying gravity in its marketing, as exemplified by an ambitious full-scale replica of a suburban house, wrenched asunder by an inexplicable force.

Credits

Project name: Prices. Nailed.

Client: B&Q

Creative studio: Uncommon

Production company: Biscuit Filmworks UK x Revolver

Director: The Glue Society

Producer: Tom Birmingham

Managing director: Rupert Reynolds-MacLean

Executive producer: Samantha Chitty

Head of production: Polly Du Plessis

Production manager: Adam Oyejobi

Director of photography: Krzysztof Trojnar

Production designer: Mark Connell

Stylist: Molly Robinson

Hair and makeup Poppy France

Editing company: Tenthree

Editor: David Whittaker

Post-production: Electric Theatre Company

Exec producer: Vic Lovejoy

Producer: Joe Billington

VFX supervisors: James Sindle and Amy Smith

2D lead: Amy Smith

Comp: Tane Welham

Comp: Catarina Goncalves

Grade: Jason Wallis

Sound: String and Tins

Audio post-production: String and Tins

Sound design: Adam Smyth

Audio mix: Joe Wilkinson

Audio producer: Olivia Endersby

Music supervision: King Lear

Music supervisors: Sarah Giles & Kaya Pino