Lowe's focuses on the emotional aspect of home in its new short film "House Love." Created by BBDO New York, the three-minute spot, viewable on the home improvement retailer's website, traces the romance between two neighbors and their houses.
Like previous romantic ads before them, such as Wrigley's "The Story of Sarah and Juan," and a more recent ad for Chase, it follows a nascent relationship blossoming over the years. We see how two kids who live across the street from each other become friends, then young lovers, and then a married couple with kids.
The various parts of the house hint at each step of romantic development along the way -- blinds open and close and lights turn on and off to depict homes that seem to smile, smoke shaped like hearts puffs up from chimneys. The story reaches a new point when the couple get married and move into the man's house, and in ensuing years, the woman's former house becomes abandoned and goes into disrepair. The third act shows how the new family decides to bring the other home back to its former glory. Things come full circle when a girl and her family move in, perking up the other couple's young son to begin a new story. The film was directed by Peter Thwaites out of The Corner Shop.
"Our aim [with the story] is to remind people how our homes play an important part in our lives and in our community," said Tim Bayne, Executive Creative Director of BBDO New York, which created the spot. "Our homes are a reflection of ourselves, and it's love that really brings our homes to life." He noted that opting for a lengthier video allows Lowe's to tell a bigger story about their brand and what it stands for.
Indeed, Lowe's is aiming to attract a younger consumer through the spot and new video initiatives on Facebook and Snapchat.
"Most of what we have done in the past has been about driving store traffic," explained Marci Grebstein, chief marketing officer of Mooresville, NC-based Lowe's. "With 'House Love,' we really wanted to engage consumers in a different way and make them think about Lowe's differently." Earlier this year, the retailer debuted a new home-centric branding campaign called "Make Your Home Happy." It continues to use the "Never Stop Improving" tagline introduced in 2011.