Travis Kelce brings mischievous humor to a new NFL campaign from Lowe’s that also stars fellow football standouts Christian McCaffrey, Dak Prescott and CJ Stroud.

A series of ads from Dentsu Creative are styled like a highlight show, but instead of featuring exploits on the gridiron, they cut to DIY moments—in Lowe’s stores and at home—that reinforce the home improvement chain’s customer service, app offerings and more.

In the spot above, Kelce ribs McCaffrey about a pressure-filled decision—to go with a wood or tile finish on his kitchen floor. McCaffrey uses a Lowe’s app feature, and gets an assist from a Lowe’s employee, in making his decision.

Also read: Lowe’s scraps some DEI programs as activist claims another win

Kelce and McCaffrey are longtime Lowe’s partners, as is Dak Prescott, who also stars in the campaign. Lowe’s added a new face to the campaign this year: CJ Stroud, the second-year Houston Texans quarterback. NFL RedZone’s Scott Hanson is the narrator of the spots.

“Lowe’s is an approachable, friendly brand who cares a great deal about giving back to our communities. So, when we think about who represents us, we look for the same values,” Jennifer Wilson, Lowe’s chief marketing officer, told Ad Age. “For this campaign ... the push and pull of the on-field banter that goes on between professional athletes combined with the helpful guidance Lowe’s provides, whether through our Lowe’s red vest associates or our helpful digital tools and services, really brought out the best of our players and our brand.”

Here are the Prescott and Stroud spots:

Wilson said the lighthearted tone of the spots gives Lowe’s a disarming vibe at a time when customers are dealing with sometimes stressful home projects.

“That’s right where we fit into the story—we want to be every DIYer’s coach in the corner, helping to solve problems and make projects a little less challenging,” she said. “The athletes are so relatable because they show their human side here. “We’re going for a tone that authentically and endemically brings together the power of sports combined with all the ways we help coach and support our customers as a brand.”

This creative direction was also seen in the Lionel Messi ads that Lowe’s launched a few months ago, which celebrated the power of the assist, on the field and in the aisles. 

Wilson said the NFL audience is attractive to Lowe’s, as it includes millennial and Gen Z homeowners “who demonstrate high engagement and live viewing week after week across the NFL properties—live broadcast, but also via social and other digital engagement. It’s an optimal platform for us to plug into these key audiences and demonstrate our brand promise: that we are the most assistive brand in home improvement.”

The company wants those audiences to experience the Lowe’s brand as a modern, omni-channel retailer committed to helping them making their ideas a reality, Wilson said. “In turn, we want to drive connections that result in sales,” she said. “At-large, this partnership is a testament to my core marketing beliefs: Cultural relevance, brand moments and business results don’t have to be separate ideas. In fact, they shouldn’t be.”

The campaign will run on national TV, online video, digital and social throughout the NFL season.
 
“In this work we wanted to show the confidence that comes with knowing that the best team has your back,” said Brian Eden, executive creative director at Dentsu Creative. “To do so, we’re elevating the clutch plays Lowe’s associates make for customers every day by treating them with the ‘Big Game’ highlight reel-worthy importance they deserve.”

Check out a bloopers reel from the campaign below.

More Creativity coverage from Ad Age:

• See this week’s top 5 campaigns.
• RIP, Jim Riswold.
• Meet the most client-y client ever.
• The best ads of 2024 (so far).
• AMV BBDO made a striking new film for Bodyform.
• 15 hidden gems among the Cannes Lions winners.
• Meet the interns who won gold in Cannes for a poop joke.
• Nick Cohen looks back at Mads Dogs & Englishmen.

Sign up for our daily Creativity newsletter to see the best stories of the day.