Lowe’s Reminds Us Why Homes Are Important, Even When We’re Sick of Ours

The new campaign will launch during Thursday's NFL Draft


Key insight:

If that leaky faucet didn’t bother you in January, odds are it’s now at the top of the to-do list as Americans familiarize themselves with every nook, cranky and squeaky floorboard of their abodes. And yet, it’s these intricacies that make a home.

The humble home, along with the communities surrounding them, are central to Lowe’s Home Improvement’s new campaign, set to launch Thursday during ESPN’s broadcast of the NFL Draft, of which Lowe’s is the presenting sponsor.

“No matter the shape, square footage or who might live in them, they all represent something more: a sanctuary, a refugee, the feeling of home,” the ad says, sweeping across an assortment of digs ranging in style from Norman Rockwell to Prince.

It’s a continuation of the brand’s previous messaging released earlier this month, centered on expressing gratitude for frontline responders, including its own 300,000 employees who qualify as essential workers.

The second and third advertisements focus on Lowe’s community outreach, highlighting individual employees and the brand’s work during previous natural disasters. The ads will run at various points during the three-day broadcast of the NFL Draft and beyond, with only the spot titled “The Home Unites Us” exclusively running during the draft.

“‘Home’ has taken on a wealth of new practical importance and a wealth of emotional meaning. … We’re more appreciative of our homes, we’re aware of the opportunities to make homes all the things they need to be,” said Marisa Thalberg, Lowe’s chief brand and marketing officer, who joined the brand in February. “We’re trying to connect in a different way with a lot of sensitivity to how difficult this period is. … This is not Covid advertising—this is reflecting who we are as a company.”

Last season was the first time Lowe’s had partnered with the NFL, culminating in an activation at the league’s official Super Bowl Headquarters in Miami. As part of the brand’s multiyear partnership, Lowe’s will be partnering with the NFL again for the 2020 season (if and when it kicks off).

The campaign’s social component features the presumptive No. 1 pick, LSU quarterback Joe Burrow, as well as University of Alabama quarterback Tua Tagovailoa and current Carolina Panthers running back Christian McCaffrey surprising Lowe’s associates with a personal call and tickets to a game.


“We made a decision that we wanted to lean in with our NFL partnership, knowing that the draft stands to be a big viewership moment,” Thalberg said. “We’re all so starved for anything related to live sports.”

@RyanBarwick ryan.barwick@adweek.com Ryan is a brand reporter covering travel, mobility and sports marketing.