This weekend during the Daytona 500, BBDO New York will break a new Lowe’s TV spot supporting its twelve-year sponsorship of the #48 Chevrolet driven by Jimmie Johnson. The ad shows Johnson walking around a Lowe’s store—including a trip to the paint aisle, where a new shade of brown has been created to match his beard—and culminates in the garden center where there is a huge topiary figure of the six-time Nascar Sprint Cup series champion.
The pitch, which pays testament to the retailer’s partnership, will continue to run through the Nascar season.
The commercial in the kick-off and most visible race in Nascar’s season is the latest of the agency’s sports-related advertising in a month of big events. Those have included BBDO N.Y.’s work on the Super Bowl, the Winter Olympics for Visa and new Footlocker ads, using NBA players like the Houston Rockets’ James Harden, in advance of the NBA All-Star game.
It also comes in the same week the Omnicom agency was appointed a creative agency partner for the Major League Baseball with responsibility for managing brand advertising as well as ads for opening day, the All-Star Game and postseason playoffs. The MLB’s former lead creative partner, Hill Holliday, Boston, stays on as the agency for the League’s Fan Cave.
“It’s safe to say pennant fever is already gripping our agency,” said John Osborn, president and CEO of BBDO N.Y. “Baseball is a category of one. As fans, we understand the passion behind the game and the depth and relevance of fan engagement.”
The MLB became familiar with BBDO after the agency produced anti-steroid work in 2005 for the League. The “Statute” spot, made with help from the Partnership for a Drug-Free America, uses a three-dimensional computer graphic of a Roman discus thrower whose body slowly falls apart to illustrate the dangers of steroids.