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Wilkinson has released a series of TV ads featuring ship-proud pirates to announce its rebrand to Wilko. TBWA\Manchester created the ads, which are its first for the brand since winning the creative account in January. The spots play on the idea of keeping up with the Joneses and feature a pirate captain who, on seeing a rival ship approach, orders his men to go to Wilko to buy supplies to spruce up his vessel. The work was written by Zoe Harris, art directed by Ant Harris and directed by Zak Emerson through Blink.