Lowe's Built an Escape Room and Challenged Four DIYers to Build Their Way Out

A 17-minute product parade for a Black Friday sale

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Lowe’s may not be the first brand to stage an escape room, but the stunt sure is a clever way for the hardware store to market its wares.

A new 17-minute reality-style ad puts four skilled craftspeople—an electrician, Moe; a contractor, Wes; and two YouTubers who run DIY channels, Bob and Grant—in a custom-built obstacle course with three rooms, a series of puzzles to solve, and one hour to make it to the ground floor. Each person got to pick one tool to bring into the maze, though more were scattered throughout.

They

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