Lowe's Releases the First Instagram Video Ad Timed to the Super Bowl

'Pay attention' to top brands there on game day

Instagram video ads are new for Super Bowl marketers this year, and Lowe's is buying two spots focusing on how to play host for Sunday's Big Game.

The 15-second clips were shot with Hyperlapse, a feature developed by Instagram last year that uses fast motion to stylish effect. It hopes to offer "inspiration and empowerment for the do-it-yourself millennial customer," the company said in an e-mailed statement to Adweek.

Lowe's Instagram campaign revolves around the concept "Hypermade," showing off little projects in super-fast speed.

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