Value retailer Wilko has launched its first-ever series of TV ads which feature a crew of pirates trying to get one up on a rival ship by decorating theirs with Wilko products.
The TV ad is a big step for the retailer as it marks the end of the company's transition to Wilko from Wilkinson.

The three ads appear on TV at peak times and feature the new strapline 'where there's a Wilko there's a way'. The ads have a particular emphasis on DIY and gardening products.

A spokesman for Wilko said: "We run advertising campaigns every year but this is an exciting step change for us because it marks the culmination of many years of hard work in every part of the business."

These changes include the rebrand of the company across all 374 of its stores, as well as the development and success of the company's online, click and collect and mobile shopping channels.

The spokesman added: "We've also made significant advances in the quality of products, product sourcing, three-tier own label development; getting the right brands on board and migrating to Wilko as the popular and endearing name that our customers have given us.

"This campaign will not only reinforce what Wilko offers to its loyal customers but also aims to open the eyes of millions more who haven't yet discovered that 'where there's a Wilko there's a way' to transform their home with great products at fantastic prices."

The TV ad is a result of work by advertising company TBWA Manchester.

Wilko employs 23,000 staff and turns over £1.5b a year.