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.
WORK SMARTER - LEARN, GROW AND BE INSPIRED.
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