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The Shining interpreted by UK DIY store B&Q
Brands enlist screen maniacs to sell overnight stay and home improvement 


UK advertisers for a motel chain and a DIY store have both decided that an overnight stay, and selling home improvement, is best done via the figure of a maniac killer. Premier went with Norman Bates’ Psycho a couple of years back and now chain B&Q rustle up the figure of Jack Nicholson in The Shining. “All work and no play makes Jack a dull boy”,” echoing Jack Torrance’s breakdown in The Shining, “And you know where that leads, don’t you? See how B&Q can free you from a fear of DIY.” It plays to the awkwardness of those of us who don’t feel proficient in the art of shelving. Who makes you shiver, Norman or Johnny? 



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