Lowe's Encourages DIY Messages to Thank Frontline Workers

The new 30-second spot fostering community support

Experience ADWEEK House at Cannes, June 16-19. We’re celebrating 45 years of reporting with Now and Next—a creative opportunity for brands to define who they are and their future in the industry. Register .

Spring is generally an important time for the home improvement business, prompting a wave of do-it-yourselfers to head to the hardware store.

But with the coronavirus pandemic keeping people inside, the tone of springtime has shifted. Rather than preparing the house for gatherings that the warmer weather opens up, people are urging one another to stay inside and postponing events until things normalize.

In the midst of these constantly shifting and uncertain times, Lowe’s is refocusing its message on community support for essential workers, and meeting the newly immediate needs of its customers: like that broken hot water heater that has to get fixed as soon as possible.

“Everything has been disrupted,” said Lowe’s chief brand and marketing officer Marisa Thalberg, who

AW+

WORK SMARTER - LEARN, GROW AND BE INSPIRED.

Spring Special

Save 30% Off an ADWEEK Subscription Today!

View Your Options

Already a member? Sign in