BBDO NY Builds Home Improvement Confidence for Lowe’s

By Erik Oster 

With spring just around the corner, BBDO New York has launched a new “Build Your Home Improvement Confidence” for Lowe’s for the brand’s busiest season.

In a series of 30-second broadcast spots, BBDO New York shows how Lowe’s can help build your confidence for home improvement projects with the right advice and guidance, and how that confidence swell doesn’t exactly transfer to other areas. In “Crabgrass” (featured above) for example, a man tells his neighbor how Lowe’s gave him some tips, helped him pick out the right fertilizer to transform his lawn and made him feel like he could do anything. He soon learns, however, that he can’t fold a fitted sheet.


Other spots employ a similarly humorous approach to situations such as a man thinking he can learn sign language so he can talk to a gorilla because Lowe’s showed him how to build a deck and a man pitching a terrible idea to his boss after gaining a swell of confidence from installing a vanity. All of the campaign aspects drive viewers to a content hub hosted on Tumblr, which “curates the best of Lowe’s informational, instructional and inspirational content and is the centerpiece of the new initiative.” While the humor is pretty hit-or-miss, the concept fits with the tagline and content hub well, and is adaptable enough for future expansion or reinterpretation.


Agency: BBDO New York

Client: Lowe’s

Title: “Crabgrass”, “Deck”, “Paint”, “Vanity”


Chief Creative Officer, Worldwide: David Lubars

Chief Creative Officer, New York: Greg Hahn

Executive Creative Director: Lauren Connolly

Executive Creative Director: Tim Bayne

Creative Director: Mike Sweeney

Creative Director: Molly Adler

Copywriter: Jess Coulter

Art Director: Eli Terry

Head of Integrated Production: David Rolfe

Executive Producer: Ashley Henderson


Senior Account Director: Jim Reath

Senior Account Director: Bob Estrada

Account Director: Lisa Roytman

Account Supervisor: Ryan Dillon-Curran

Assistant Account Executive: Zach Allen


Group Planning Director: Emily Viola



Michael Downing: Director

Director of Photography: Masa Takayanagi


Music House: Barking Owl


Edit House: MackCut

Editor: Ian Mackenzie


Visual Effects House: Spontaneous