Lowe’s Knows

Lowe’s doesn’t just have associates. They have Red Vest Associates, who earn their vests by being experts in home improvement, from painting to gardening.

The knowledgeable and empathic people are what set Lowe’s apart from other big-box retailers and soulless chatbots. So it’s time we give them the spotlight with a brand-new “Lowe’s Knows” platform and suite of TV spots to kick off 2023.

Anthem

New platform, new anthem.

More TV

Branching off the anthem are additional spots that speak to our two customer bases: the DIYers and the Pros.
We laid the groundwork for future spots under this new platform to follow this template.

Let’s start with the DIY crowd:

And now for the PRos:

Press

AdAge: Lowe’s New Marketing Approach Leans Into the Color Red

Part 2: Lowe’s Knows AI

With our TV launch highlighting our knowledgeable in-store associates, we got to thinking about how we can offer help beyond the store and meet our customers where they likely are — at home.
How can aI help?

AI-powered Microsite

Using ChatGPT as the backend device, an AI-powered Lowe’s portal serves as a digital representation of our in-store associates and allows users to ask any and all of their DIY questions.

Trained to be Lowe’s-specific, this AI tool gives product recommendations available at Lowe’s, shares insights based on “personal,” user-generated data, and even takes on the personalities of our friendly and confident Red Vest Associates.

Client: Lowe’s
Agency: Deutsch LA
production partner: iconoclast