Job Well Done – Screwfix 2021 | Clapboard Ad Archive

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Job Well Done - Screwfix | Clapboard Ad Archive

Screwfix’s Job Well Done campaign, created in partnership with Five by Five to coincide with the 2021 football season, pushes beyond traditional sponsorship by fusing the rituals of football fandom with the everyday pride of tradespeople across the UK and Ireland’s retail market. Marking its eighth year as a Sky Sports football sponsor, the brand expands its reach with the addition of Soccer AM, Quest, and S4C, orchestrating a nine-month activation that draws clear parallels between the discipline of skilled work and sporting achievement. The creative core of the campaign—ident spots featuring tradespeople completing tasks before being interviewed in the distinctive style of post-match football press—latches onto easily recognizable sports broadcast tropes and reframes the completion of work as a shared cultural performance. This approach, which Clapboard classifies as FORMAT#12—Parody or Borrowed Format, blurs the boundaries between pitch and job site with the insertion of sponsorship boards and tongue-in-cheek voiceovers that elevate everyday professionalism to the level of sporting heroics. The narrative leans into the transition out of pandemic restrictions, shifting from last year’s home-bound messages to a celebration of renewed normality, shared effort, and positive energy—resonating deeply with a core audience of tradespeople who see their skill and work ethic mirrored in the passion of football. By embedding itself at the heart of football coverage and appropriating the rituals of sports media, Screwfix signals to its customer base that their craft deserves the same recognition and celebration as match-day performance, reinforcing its reputation as a stalwart ally to the trade and DIY community. This positioning is especially significant given the competitive context—where rivals like B&Q, Wickes, Toolstation, and Travis Perkins all jockey around themes of partnership, expertise, and accessibility, but few so effectively connect brand with cultural capital or speak so directly to the pride of job satisfaction. The campaign earns 63/100 in Clapboard’s global creative archive. By leveraging sport’s most familiar formats to champion everyday professionalism, Screwfix demonstrates that retail sponsorships can transcend visibility and become a genuine narrative platform for customer advocacy and community celebration.

Credits

Client

Screwfix

Agency

Five by Five

Client Director

Kimberley Barnacle

Producer

Ellie Crew, Angus Smith, Kieran Sait, Colin Offland, Luke Filz

Creative Director

Ravi Beeharry, Andy Mancuso

Copywriter

Tom Carr

Art Director

Luke Gray

Crew

Isabelle Murray

Production House

Chief

Director

Ben Tonge

Category Mind Map

48%

The "Job Well Done" campaign by Screwfix leverages the brand’s longstanding association with football sponsorship to reinforce its positioning as a reliable partner for tradespeople who take pride in their work. By drawing a parallel between craftsmanship and sports performance, the campaign emphasizes a shared value of achieving excellence and celebrating successes, thereby promising customers that Screwfix supports those who deliver quality results in their trades. Strategically, the campaign builds on the transition from pandemic restrictions to a renewed sense of normality, tapping into the cultural moment as the 2021/22 football season begins. It targets a professional, predominantly male audience likely engaged in trades, aligning the brand with familiar football environments that resonate with this demographic. The creative approach uses relatable narrative vignettes featuring tradespeople completing their tasks, then framing their work within the context of a post-match interview, a format recognizable and engaging for sports fans. This injects humor and positivity, reinforcing the brand's commitment to both the professional community and sport. By expanding sponsorship beyond Sky Sports to include Soccer AM, Quest, and S4C, Screwfix maximizes reach across a broad UK and Irish football audience, maintaining relevance through a sustained nine-month campaign. Overall, the campaign’s insight lies in connecting everyday workmanship with the culturally valued rituals of football, positioning Screwfix as an integral part of both.

FORMAT#12 PARODY OR BORROWED FORMAT — Uses or parodies pop culture formats like films, shows, or genres. This Screwfix 'Job Well Done' campaign unmistakably fits the Parody or Borrowed Format creative device. The spots humorously mimic the structure and tone of post-match football interviews, with tradespeople being questioned about their completed work as if they were athletes after a game. This borrowed sports broadcast trope, enhanced by the setting and sponsorship boards, creates a light-hearted, relatable bridge between the worlds of DIY trades and professional sports, celebrating everyday achievements with witty, familiar, pop culture-driven parallels. ADVERTISING FORMATS EXPLAINED: https://www.clapboard.com/blog/branding-and-advertising/brand-strategy/12-advertising-creative-formats

1. B&Q – Market Positioning B&Q positions itself as a comprehensive home improvement retailer, catering to both DIY enthusiasts and professionals. Known for a wide product range and inspirational in-store experiences, B&Q emphasizes expert advice, convenience, and sustainability initiatives to appeal to homeowners seeking quality and value for garden, house, and renovation projects. 2. Wickes – Market Positioning Wickes targets the mid-market DIY and trade customers with a focus on practical, affordable building materials and home improvement products. Their strategic angle blends competitive pricing with easy-to-navigate stores and online services, supported by a strong emphasis on speed and convenience for tradespeople and DIYers alike. 3. Toolstation – Market Positioning Toolstation differentiates itself through a vast inventory of tools and building supplies, coupled with competitive pricing and rapid delivery services. Positioned as a trade-focused retailer, it appeals to professionals by combining convenience, availability, and strong online integration, making it a go-to for speedy access to essentials. 4. Travis Perkins – Market Positioning Travis Perkins serves primarily professional builders and contractors, emphasizing high-quality building materials, expert support, and supply chain reliability. Its strategic focus is on being a trusted partner offering tailored solutions and services, including tool hire and logistics, to large-scale construction and renovation projects. 5. Homebase – Market Positioning Homebase positions itself towards homeowners and casual DIYers by offering a broad range of home improvement and garden products with an emphasis on style and inspiration. Its brand strategy leverages in-store customer service, loyalty programs, and seasonal merchandising to create an accessible, community-oriented retail experience.

Q: What is Job Well Done about? A: Job Well Done is a 2021 campaign created by Five by Five for Screwfix, launched in the United Kingdom to coincide with the start of the 2021/22 football season. The campaign marks Screwfix’s eighth year as a football sponsor on Sky Sports, expanding its presence to include Soccer AM, Quest, and S4C. The central creative idea features light-hearted film idents where tradespeople, having completed their work, are humorously interviewed in the style of post-match football coverage. This approach celebrates the return to normality post-pandemic and draws a parallel between the pride of tradespeople and the achievements of athletes, reinforcing Screwfix’s connection to both the professional trade and football communities. Q: What creative device does Job Well Done use? A: Job Well Done employs the Parody or Borrowed Format, classified as Format #12 in Clapboard’s 12-format taxonomy. The campaign humorously mimics the structure and tone of post-match football interviews, with tradespeople being questioned about their completed tasks as if they were athletes reflecting on a game. This borrowed sports broadcast trope, complete with sponsorship boards and familiar interview settings, creates a relatable and engaging bridge between the worlds of DIY trades and professional sports, using pop culture references to celebrate everyday achievements in a witty and accessible manner. Q: What is the campaign proposition for Job Well Done? A: The campaign proposition for Job Well Done positions Screwfix as a reliable partner for tradespeople who take pride in their craft, aligning the brand with the values of excellence and achievement found in both sports and skilled trades. By leveraging its longstanding football sponsorship, Screwfix speaks directly to a professional, predominantly male audience engaged in trades, using the familiar context of football to reinforce its relevance and support. The campaign taps into the cultural moment of returning to normality after the pandemic, promising customers that Screwfix stands behind those who deliver quality results and celebrating the shared rituals of success on the pitch and on the job site. Q: How does Job Well Done rank in Clapboard's archive? A: Job Well Done holds a Clapboard Campaign Score of 63/100 in Clapboard’s global ad archive. This score reflects the campaign’s creative ambition, execution quality, and cultural relevance as assessed by Clapboard’s curatorial standards. Q: Who are the competitors in Screwfix's category? A: In the UK home improvement and trade retail sector, Screwfix competes with several key brands. B&Q is positioned as a comprehensive retailer for both DIY enthusiasts and professionals, emphasizing range and in-store experience. Wickes targets mid-market customers with practical, affordable products and a focus on convenience. Toolstation appeals to professionals with a vast inventory, competitive pricing, and rapid delivery. Travis Perkins serves primarily professional builders and contractors, offering high-quality materials and tailored services. Homebase caters to homeowners and casual DIYers, focusing on style, inspiration, and community-oriented retail experiences.