BBDO New York launched a new campaign for Lowe’s featuring a series of talking animals entitled “Make Your Home Happy.”
In each 15-second spot, an inanimate object shaped like an animal comments on how Lowe’s products has made a home or yard better. In “Lowe’s Plant Guarantee,” for example, a pink flamingo lawn ornament comments on how Lowe’s one-year guarantee on plants “means anyone can have a beautiful garden,” adding, “Finally, something in this yard as beautiful as me.” Another spot sees a giraffe magnet talk up “Lowe’s Appliance Gurantee” while a third is back to the yard with a unicorn statue that can’t get enough of the view of the grass thanks to “Lowe’s Personalized Lawn Care Plan.” The approach, which never quite hits its humor target, works better in some cases than others, with “Lowe’s Plant Guarantee” handling it best while “Lowe’s Appliance Guarantee” falls flat. Even when failing, the directness of the spots means they are at least informative to viewers. A social aspect of the campaign, in a similar vein to BBDO New York’s “HyperMade” effort last spring, will roll out next month.
“We’ve been very good at helping customers find solutions to a project need,” Lowe’s CMO Marci Grebstein told Adweek. “Now we want to drive a more emotional connection.”