With the majority of U.S. consumers on lockdown in their houses, Lowe’s is taking the opportunity to highlight the importance of home in a campaign running during the NFL Draft. Mooresville, N.C.-based Lowe’s is a presenting sponsor of the draft on ESPN; the retailer became the official home improvement retail sponsor of the league last year.
As part of the campaign, one spot will debut on Thursday and two will air throughout the rest of the draft and beyond. Lowe’s is also mobilizing players including Joe Burrow, the Heisman Trophy-winning quarterback who led LSU to victory in the 2020 National Championship Game, to the effort. Due to the coronavirus pandemic, the draft will be virtual this year—which presented an opportunity, according to Marisa Thalberg, who joined Lowe’s as executive VP, chief brand and marketing officer earlier this year.