Lowe’s has announced its renewed partnership with the NFL for the 2024-25 season, marking the sixth consecutive year as the “Official Home Improvement Partner of the NFL.”
Alongside this renewal, Lowe’s continues its longstanding relationships with the Carolina Panthers and Dallas Cowboys (blech), launching a new marketing campaign featuring NFL stars like Travis Kelce and C.J. Stroud.
The home improvement retailer’s “All the Ways We Help” campaign, created by dentsu, is designed to empower millennial homeowners to tackle DIY projects and transform their home improvement visions into reality. With the help of Lowe’s expert red vest associates, the user-friendly mobile app, and convenient delivery options like same-day service, Lowe’s is set to assist homeowners across the country.
The campaign enlists members of the Lowe’s Home Team for its 2024-25 NFL season commercials. Featuring stars like C.J. Stroud, Travis Kelce, Christian McCaffrey, and Dak Prescott, the campaign emphasizes Lowe’s commitment to providing homeowners with the tools and expertise needed for any project. Stroud is the newest addition to the team, joining a roster that already includes Kelce, McCaffrey, Prescott, Bryce Young, Drake Maye, and Kelvin Beachum. Watch below:
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“Our partnership with the NFL allows us to connect with a loyal fanbase of millennial homeowners who are looking for expertise to transform the vision for their homes into a reality,” said Jen Wilson, Lowe’s senior vice president and chief marketing officer. “We want everyone to feel empowered to tackle home improvement projects this season—even our Lowe’s Home Team members, who need a little help, just like the rest of us, to complete their DIY projects.”
Community Impact Through Lowe’s Home Team
Beyond marketing, Lowe’s Home Team continues its tradition of giving back to the community. Since its inception in 2020, the initiative has partnered with athletes, Lowe’s associates, and professional contractors to support local communities.
Recently, to mark Stroud’s debut on the Lowe’s Home Team, the retailer teamed up with the C.J. Stroud Foundation for a project in Houston. On August 27, Lowe’s volunteers and installers made repairs to homes damaged by Hurricane Beryl, showcasing the brand’s dedication to community outreach.
With a deep bench of athletes, including soccer legend Lionel Messi and track star Anna Cockrell, the Lowe’s Home Team continues to inspire fans and homeowners alike to tackle DIY projects and make a positive impact in their communities.
The campaign, set to run throughout the NFL season, includes 15- and 30-second TV spots, digital and social ads, and in-store signage. The focus is on offering millennial homeowners modern solutions for their home improvement needs, from Lowe’s easy-to-use app to mobile order pickup and same-day delivery.
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
- Garrett Mansfield – Assistant Marketing Manager
- Alycia Blanchard – Manager, Advertising Business Affairs
- Gerardo Soto – VP, Brand & Sports Marketing
- David Kratt – Sr. Director, Retail Brand Marketing
- Julie Lee – Director, Retail Brand Marketing
- Matthew Shawd – Assistant Marketing Manager
- Lei Duran – VP, Marketing Strategy, Planning & Media
- Allie Johnson – Sr. Manager Media Planning
AGENCY: DENTSU CREATIVE
- Julie Scelzo, Chief Creative Officer
- Brian Eden, Executive Creative Director
- Maggie Watson, Creative Director
- Kristi Knight, Creative Director
- Morgan Perrine, Associate Creative Director
- Chris Nelson, Associate Creative Director
- Stacy Kay, SVP Integrated Production
- Kelley Varga, Executive Producer
- Ross Patton, Producer
- Jane Delworth, EVP Client Leadership
- Katie Coe, VP Client Leadership
- Tori Conway, Account Director Client Leadership
- Lexi Kern, Account Supervisor Client Leadership
- Shawna Ross – Chief Strategy Officer
- Jennifer Pollack – SVP, Integrated Strategy
- Rachel Bradshaw, VP Brand Experience
- Zoe Grubbe – VP, Business Affairs
- Polly Poulos-McCarthy – Sr. Business Manager, Business Affairs
- Sue Ayson – VP, Talent Management
- Megan Jenkins – Sr. Talent Manager, Business Affairs
PRODUCTION COMPANY: Caviar
- Director: Neal Brennan
- DP: Shawn Peters
- Managing Director/EP: Michael Sagol
- Executive Producer: Tova Dann
- Line Producer: Luke Thomlinson-Clark
EDIT: Arcade Edit
- Editor: Dave Anderson
- Assistant Editor: Thomas Bergerstock
- Executive Producer/Partner: Sila Soyer
- Producer: Elizabeth Gelhar
VFX and FINISH: Parliament
- VFX Supervisor: Philip Ineno and Cynthia Lee
- Creative Leads: Udesh Chetty and Cynthia Lee
- Creative Team: Edgar De La Torre and Lenz Kohl
- Production Team: Anna Vegezzi, Drew Beck, and Kat Maidment
COLOR: Company 3
- Colorist: Sofie Borup
- Color Producer: Shannen Troup
- Color Assist: Matt Paul
AUDIO: Sonic Union
- Engineer: Michael Marinelli
- Studio Director: Carolyn Mandlavitz
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