Madrid, June 23, 2026 — Some things are impossible to hide. The excitement of a freshly finished renovation is one of them. When the end result exceeds all expectations, an almost irresistible urge kicks in: to show it off — to family, friends, or even complete strangers. And it’s precisely that everyday impulse that inspired “Proud”, the new campaign by LEROY MERLIN developed alongside Ogilvy Spain.
Built around the satisfaction that comes from a renovation done right, the campaign channels that pride through three films with a warm, humorous, and instantly recognizable tone. Because when a renovation turns out exactly as you dreamed it would, showing it off is almost as exciting as using it for the first time. Whether it’s to the pizza delivery guy, the router technician, or the grocery delivery person. The excitement of showing off the results ends up making the renovation—almost without meaning to—the topic of every conversation.
“Humour is once again our vehicle for showcasing what makes LEROY MERLIN different: expert guidance and turnkey solutions that bring together design, product, installation, and financing to bring your project to life. When a brand speaks to you in a casual, warm, and fun tone, it takes the edge off the anxiety that often comes before a renovation — because we’re here to make it easy, to support you, and to walk with you every step of the way until you’re ready to take the leap”, says Sergio Vicente, Brand and Communications Director at LEROY MERLIN Spain
When a renovation becomes something to be proud of
Rather than leading with product attributes, “Proud” centres on something far more real: the satisfaction of seeing your home transformed, and the near-irresistible urge to share that result with the people around you.
The three films take this idea to its comedic extreme. A pizza delivery driver who ends up admiring a brand-new floor, a broadband technician left speechless by a renovated kitchen, and a grocery courier who winds up testing the anti-fog bathroom mirror. The creative concept is built around a deceptively simple but effective idea: “If you can’t help but show it off, it means we’ve done something right”.
“This campaign starts from a very human behaviour: when something genuinely excites us, we feel the need to share it. And few things bring as much satisfaction as seeing a renovation completed exactly as you had pictured it. From that emotion, we built stories where the characters seize every opportunity to show off their home — because when something makes you feel truly proud, it’s hard to keep it to yourself”, say Ramiro Alda and Jorge Calvo, Creative Directors at Ogilvy Spain.
An everyday emotion put to work for the brand
Through this campaign — produced by Harry, and managed and post-produced by WPP Production — LEROY MERLIN brings its home renovation solutions to life through everyday, relatable situations, reinforcing a proposition built on design, personalisation, and the ability to transform any space into somewhere you can genuinely feel proud of.
With “Proud”, LEROY MERLIN continues to build its communications around everyday behaviours and relatable emotions, showing how brands can connect with people through the small, universal moments that make up their daily lives.
