Home improvement should feel exciting. For many people, especially Gen Z and millennial homeowners, it often feels like work. The category has spent years glorifying the grind, from hauling lumber to pushing heavy carts to sweating through weekend projects. Even “helpfulness” has come to mean planning, prepping and doing the hard part. Lowe’s is taking a different approach.
Created with Dentsu Creative, “There’s No Place Like Lowe’s” is built on a simple idea: home improvement is not about the hard work. It is about getting to the good stuff.
That might mean turning your backyard into the house everyone wants to hang out at. It might mean getting inspired during a Saturday stroll through the garden center. Or it could mean having a new appliance delivered and installed as soon as the next day, so you can make the school play instead of waiting around for a service window.
While much of the category continues to sell sweat equity, Lowe’s is leaning into something more emotional. People do not fall in love with home improvement because of the labor. They fall in love with how it feels when the project finally becomes part of their life.
Set to Rollout by Ludacris, the spots lean into energetic, modern and joyful visuals. You get a feeling from this work that you haven’t seen from Lowe’s before… and early testing shows it’s working (happy to share Gen Z testing stats if helpful). Watch below:
And that “good stuff” looks different depending on who you are. For DIY shoppers, it can be the inspiration, discovery and sense of progress that comes with the process. For DIFM customers, it means services that make the experience easier, smoother and less stressful. For Pros, it means having a reliable partner that solves problems fast so they can get paid and get on to the next job.
Across every audience, Lowe’s is shifting the story away from simply getting the job done. Every interaction, from expert advice and product recommendations to fast delivery and on-time installation, is designed to help customers get closer to the part they actually care about most.
“There’s No Place Like Lowe’s” launches March 14 across broadcast, streaming, digital and social.
CREDITS:
BRAND: LOWE’S
- Jen Wilson – Chief Marketing Officer
- Kyle McCarthy – VP, Chief Creative Officer
- Bailey Surrett – Sr. Creative Director
- Chris Fagan – Director, Advertising & Campaign Operations
- Elizabeth Bragg – Sr. Manager, Creative Campaign Ops
- Bryce Karbin – Asst. Marketing Manager
- Gerardo Soto – VP, Media & Sports Marketing
- Allie Johnson – Sr. Manager Media Planning
- Kristina Panuski – VP, Brand and Category Marketing
- Amanda Bailey – VP, Customer Loyalty & Marketing
AGENCY: DENTSU CREATIVE ADVERTISING
- Laurel Flatt – Chief Client Officer
- Jane Delworth – EVP, Client Leadership
- Nicole Elfstrom – SVP, Client Leadership
- Lexi Kern – Account Director, Client Leadership
- Angela Chan – Account Executive, Client Leadership
- Brian Eden – Executive Creative Director
- Kristi Knight – Creative Director
- Maggie Watson – Creative Director
- Andrew Truong – Associate Creative Director
- Ricardo Pocci – Associate Creative Director
- Shawna Ross – Chief Strategy Officer
- Rachel Bradshaw – VP, Brand Experience Strategy
- Aspen Grams – Associate Director, Integrated Strategy
- Andrea Rastogi – Group Executive Producer, Integrated Production
- Lauren Lampasi – Senior Producer, Integrated Production
- Chris Howland – Senior Project Manager, Project Management
- Polly Poulos-McCarthy – Sr. Business Manager, Business Affairs
- Megan Jenkins – Sr. Talent Manager, Business Affairs
PRODUCTION COMPANY: PARK PICTURES
- Scott Lyon – Director
- Jackie Kelman Bisbee – Founding Partner
- Christopher Grove – Executive Producer
- Chelsea Schwiering- Head of Production
- Nina Beth Shiffman – Producer/UPM
- Director of Photography – Martin Ahlgren
- Production Designer – Brian Branstetter
- Jennifer Friedman – Production Supervisor
- Christine Earl – Production Supervisor
LOWE’S PRODUCT SPECIALISTS
- Nick Noce – Product Specialist/Prop Master
- Courtney Fain – Product Coordinator
EDIT: PS 260
- Emile Doucette – Editor
- Matt Posey – Editor
- Christian Frahme – Senior Cutting Assistant
- Laura Lamb Patterson – Executive Producer
- Zeke Bowman – Partner, Executive Producer
VISUAL EFFECTS: ARTJAIL
- John Skeffington – MD, Partner
- JD Yepes – CD, Partner
- Emily Bloom – Project Lead
- Andreina Villabon – Producer
- Becca Gmerek – Producer
AUDIO: SONIC UNION
- Michael Marinelli – Mix Engineer, Co-Founder
- Carolyn Mandlavitz – Studio Director
MUSIC:
- Rollout (My Business) by Ludacris
- Remixes – Heavy Duty Music and Baxter House Music
MUSIC SUPERVISION
Premier Music Group
MEDIA: Spark
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