Gary the Tortoise Joyously Jumps into Spring For Homebase Campaign

Leading home and garden projects retailer Homebase has unveiled its new Easter campaign, built around the theme of ‘Grow a whole new Room’ as the retailer encourages customers out of their long hibernation and into the garden. 

The campaign is the latest instalment under the Feels Good to be Home tagline which reflects the insight that when our homes feel good, we feel good, and the garden is no exception. With Spring just around the corner, many people will now be thinking about how they can create an outdoor space that they can enjoy with friends and family, or escape to for some peace and quiet.

The new 30 second TV commercial launches 23rd March across all major channels starring ‘Gary’, a family pet tortoise unable to contain his excitement as he embarks on a mad gallop around the garden, set to the iconic theme music from the TV series Black Beauty.

Lisa Tickle, head of marketing at Homebase, said: “We can’t think of a better way to kick off our Easter activity than with the launch of our Gary the tortoise campaign. He’s already proven a big hit with our team members and represents how we all start to feel when the sun is finally shining, and we can get back outdoors.” 

The campaign will be supported online and instore and coincides with Homebase’s sponsorship of ITV’s Love your Garden – a show which surprises people across Britain with transformations to their outdoor living spaces.

Dave Henderson and Guy Bradbury ECD’s at Atomic, said: “It’s the time of year when everyone emerges blinking into their gardens and we figured a tortoise would be a great way to illustrate this. We’ve had enormous fun working out how to make a very slow reptile into a dashing, loveable hero.” 

The TV ad was created by Atomic London, produced through Partizan, and directed by emerging talent Ozzie Pullen and the exciting animation duo Rick and Mario, to bring Gary the tortoise to life.

Neil Linpow, executive producer at Partizan said: “ We are so fortunate to have a such a wealth of experience at Partizan when it comes to blending live action and animation. Having our own dedicated in-house animation studio enabled us to collaborate with Atomic by combining one of our bright young directors, Ozzie, with the Red Knuckle boys Rick and Mario, and make something that might not have been possible any other way.