Dentsu Creative has unveiled its inaugural campaign for Lowe’s, starring Lionel Messi, during the CONMEBOL Copa América 2024 USA tournament.
The creative follows Lowe’s announcement earlier this year of a trio of soccer partnerships with Messi, Inter Miami FC, and the Copa América tournament, further cementing the brand’s presence in the soccer community.
The campaign, titled “Celebrate the Assist,” highlights the Lowe’s brand’s commitment to helpfulness by drawing parallels between Messi’s record-breaking number of assists on the soccer field and the assistance provided by Lowe’s associates in their stores.
Running throughout the tournament, with the final game scheduled for Sunday, July 14, the campaign showcases the power of the assist, both in the aisles of Lowe’s and on the soccer field.
“Lionel Messi is the GOAT of the assist,” shared Jen Wilson, Lowe’s senior vice president and chief marketing officer. “Partnering with him is the perfect reflection of Lowe’s shared passion for assisting our customers, whether for their business or home.” Watch below:
REELated:
“In this spot, we wanted to draw the parallel between Messi’s brilliance assisting others on the pitch with the skillful work Lowe’s employees do when they show up to help pros and homeowners every day,” said Brian Eden, executive creative director, Dentsu Creative. “By making that connection, we are honoring the unsung heroes working in Lowe’s stores all across the country day-in and day-out and paying tribute to the value of great help.”
The spot has almost 4 million views on YouTube after launching two weeks ago.
The promotion is being broadcast on television, online video (OLV), social media, and within stadiums through the duration of Copa América, as well as during the upcoming Leagues Cup from July 26 to August 25. Additionally, it is supported by local watch parties and loyalty rewards program efforts.
CREDITS:
BRAND: Lowe’s
- Jen Wilson – Chief Marketing Officer
- Kyle McCarthy – VP, Chief Creative Officer
- Bailey Surrett – Sr. Creative Director
- Elizabeth Bragg – Sr. Manager, Creative Campaign Ops
- Yesenia Herrera-Ibarra – Creative Production Coordinator, Video
- Gerardo Soto – VP, Brand & Sports Marketing
- Lei Duran – VP, Marketing Strategy, Planning & Media
- Allie Johnson – Sr. Manager Media Planning
- David Kratt – Sr. Director, Retail Brand Marketing
- Julie Lee – Director, Retail Brand Marketing
- Candice Dimmette – Associate Marketing Manager
AGENCY: Dentsu Creative
- Laurel Flatt – Chief Client Officer
- Jane Delworth – EVP, Client Leadership
- Katie Coe – VP, Client Leadership
- Mollie Berger – Account Director, Client Leadership
- Lexi Kern – Account Supervisor, Client Leadership
- Carolyn Fine – Associate Director, Project Management
- Brian Eden – Executive Creative Director
- Andres Arlia – Group Creative Director
- Giovanni Muratori – Creative Director
- Chris Nelson – Associate Creative Director
- Shawna Ross – Chief Strategy Officer
- Anna Conroy – EVP, Brand Experience Strategy
- Jennifer Pollack – SVP, Integrated Strategy
- Stacy Kay – SVP, Integrated Production
- Tony Wallace – Executive Producer
- Zoe Grubbe – VP, Business Mgmt & VP, Talent Mgmt
- Polly Poulos-McCarthy – Sr. Business Manager, Business Affairs
- Sue Ayson – VP, Talent Management
- Hilary Olesen – Sr. Talent Manager, Business Affairs
- Megan Jenkins – Sr. Talent Manager, Business Affairs
- Asha Ramirez – SVP, Regional Communications & Marketing Lead
- Shana Blackman – Director, External Communications
PRODUCTION: Smuggler
- Brian Beletic – Director
- Patrick Milling-Smith -Co-Founder
- Brian Carmody – Co-Founder
- Tim Pastore – Chief Executive Officer, SMUGGLER Entertainment
- Sue Yeon Ahn- Managing Director
- Andrew Colón – Chief Operating Officer
- Alex Hughes – Head of Production
- Jaclyn Larson – Executive Producer
- Carmen Bosle – Producer
- Cat Restrepo – LM Producer
EDIT: PS 260
- Maury Loeb – Editor
- Laura Lamb Patterson – Editorial Executive Producer
VFX: The Mill
- Yarin Manes – VFX On Set Supervisor
- Niko Larsson – VFX On Set Supervisor
- Rachel Liebman – VFX Executive Producer
AUDIO: Heard City
- Mike Vitacco – Mixer
- B Munoz – Producer
MUSIC: Consortium
- Seth Olinsky – Composer
- Maggie Flatley – Producer
MUSIC SUPERVISION: Premiere Music Group
Winslow Bright – Co-President
PHOTOGRAPHY
- Carlos Gonzalez – Photographer
- Souris Hong – Producer
SPORTS MARKETING AGENCY: Genesco Sports
- Ben Barilich – Senior Director
- Raphael Sicolin – Director, Hispanic Marketing & Soccer Properties
- Fernando Rivera – Senior Manager
MEDIA: SPARK
- Kate Richardson – SVP
- Karen Zelenka – VP
- Brian Cipollina – VP
- Jacqueline Fulcher – Associate Director
- Ryan Doud – Associate Director
- Gregory Winkler – Associate Director
- Lisbeth Sosa – Manager
- Margeaux Koechlin – Manager
- Autumn Garrett – Manager
- Stephanie Jordan – Manager
- Mary Yachnik – Manager
- Caitlin Shalhoub – Manager
- Ellie Smith – Senior Associate
- Abby Tran – Senior Associate
- Ally Rizzuto – Senior Associate
- Reyan Mustafoski – Senior Associate
- Tonia Chiu – Senior Associate
- Brenda Losilla – Associate
- Elissa Harman – SVP
- John Pummell – Associate Director
- Kimberly Thomas – Senior Analyst
- Raymundo Olivo – VP
- Henley Castleman – Manager
- Sharon Bonifaz – Senior Analyst
- Michael Douglas – EVP
- Joseph Mohen – VP
- Catherine Bialobrzeski – Associate Director
- Tom Wengler – Associate Director
- Paula Adelstein – Manager
- Grace Coste – Manager
- Roselynn Imperial – Senior Associate
- Kyle Marshall – Senior Associate
- Laura Ramos – Associate
- Michael Cori – Associate
- Aileen Chen – VP
- Jonathan Savino – Associate Director
- James Adamo – Manager
- Charlotte O’Neal – Manager
- Shivani Jain – Manager
- Karma Sherpa – Senior Analyst
- Vaishnavi Singh – Senior Analyst
- Amani Francois – Senior Analyst
- Jamie Reid – Analyst
- Geetika Dehariya – Analyst
- Shaan Shaikh – Analyst
- Emily Hausen – Director
- Kailie Stevens – Manager
- Lily Hooker – Manager
- Graham Langosch – VP
- David Mayer – Associate Director
- Patrick O’Malley – Supervisor
- Brendan Moshensky – Supervisor
- Michael Trudeau – Senior Associate
- Lensa Ali – Senior Associate
- Aslan Mutuwa – Associate
- Toby Katz – Associate Director
- Hugh Geraghty – Senior Associate
- Molly Altman – Associate
- Boris Kryuk – SVP
- Holly Joslyn – VP
- Wendy Gong – Associate Director
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