Home improvement giant Lowe's has just released a new campaign in partnership with the NFL.
"All the Ways We Help" reunites former rivals Travis Kelce and Christian McCaffrey, along with several other football stars, for a set of skits that highlight the brand's offerings.
The campaign marks the renewal of the brand’s long-standing contract with the NFL as its official home improvement partner for the sixth year in a row, as well as its partnerships with the Carolina Panthers and Dallas Cowboys.
The spot also stars new and returning members of the Lowe's Home Team, including:
- Carolina Panthers quarterback Bryce Young
- Dallas Cowboys quarterback Dak Prescott
- Offensive tackle Kelvin Beachum
- Quarterback C.J. Stroud
- Quarterback Drake Maye
The spot features the footballers alongside Lowe's associates, who level up their "home game" with in-store expert red vest support, a convenient mobile app, and improved delivery options.
It also welcomes back Kelce, McCaffrey, and Prescott, who previously starred as a trio of hardworking employees in an ad for Lowe's in 2023.
"I am proud of the work we’ve been able to do together to improve our communities—in Kansas City and beyond. It's been a great experience to continue to work with the Lowe's associates and the Home Team to help out where I can," Kelce said in a statement.
The NFL stars make up a part of the Home Team's star-studded lineup, which also includes soccer legend Lionel Messi and its first female athlete, hurdler Anna Cockrell.
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Lowe's SVP Jen Wilson spoke about the renewal of the partnership in a press release, highlighting how it connects the brand with a loyal fanbase of millennial homeowners who may want to begin renovation projects.
Additionally, Lowe's will be stocking premium NFL-licensed golf carts in 32 team designs, as well as official Valspar brand NFL paint colors.
To support the campaign, the brand also teamed up with Stroud to fund a community project in Houston.
Working with the C.J. Stroud Foundation, the retailer helped repair two homes damaged by Hurricane Beryl in July by providing materials and volunteers.
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"All the Ways We Help," which launched Monday, will run throughout the NFL season across TV, digital, social, radio, and in-store.
Lowe's partnership with the NFL is a big opportunity for the brand to scale, reaching a wider audience by touching base with fans of top stars and the sport.
By leveraging a long-term brand partnership, Lowe's is enhancing its visibility, as well as building its credibility and identity.
Lowe's Associates are MVPs
The commercial begins with an NFL-style play-by-play analysis by Scott Hanson, who describes how Lowe's team members are trained to make the right decisions.
Cut to Kelce and McCaffrey, who are in the middle of asking a Lowe's associate where to find a lawnmower.
McCaffrey tries to ask the question but is hilariously interrupted by Kelce with a loud drill each time he speaks. Nonetheless, the Lowe’s expert directs him to the correct aisle like a pro.
In the next scene, Stroud accumulates points on his MyLowe's Rewards app at a checkout counter, demonstrating how to properly "clean up."
Finally, McCaffrey waits at home to receive a Lowe’s shipment, thanks to the company's same-day delivery service. Funnily enough, it also arrives with a bus full of players ready to hang out at his place.
Travis Kelce, one of the NFL's biggest influencers, recently appeared with his brother Jason Kelce in a fun-filled campaign for the pair's upcoming cereal mix with General Mills.
Editing by Katherine 'Makkie' Maclang
