Lowe's Directly Targeting Men In New Campaign Airing During NASCAR, March Madness
Lowe's is introducing a "new round of advertising to promote home improvement projects in the spring, its prime revenue-generating period," according to Jane Levere of the N.Y. TIMES. The company for the first time will advertise "directly to men, in a spot that was first shown Sunday" during Fox' coverage of the NASCAR Sprint Cup Series Kobalt Tools 400. It will also air during the NCAA men's basketball tournament. The ads were created by BBDO, N.Y. An additional second 60-second TV spot shows "men gathered in a backyard, pretending to be competing in various sports, using home improvement tools like a tape measure and sledgehammer as sports equipment." A voice-over says, “You’ll probably never bat in the ninth inning of game seven, or have to make a shot with 20,000 fans screaming at you, or choreograph an original touchdown dance. But you do have a sport, and every weekend is your chance to take the field." Levere notes digital advertising is "running on Web sites like CBSSports.com, Weather.com and eHow" (N.Y. TIMES, 3/12).