Lowe’s vs. Home Depot

23 05 2012

While I do like the new Lowe’s campaign for the most part, I have noticed something odd about their portrayal of home improvement.

Apparently it’s easy.

Just a flick of the wall painting pen here, roll out your carpet of garden there, and you’re done in an instant!
That seems realistic.  Like cardinals fixing up their own bird houses realistic.

Conversely, Home Depot has stuck with their standard, “We help you accomplish great things” philosophy.  Maybe it’s my cynical nature, but I much prefer the straight shooter “get your hands dirty and you might accomplish something” method to the “Just dance through life to hipster approved music and magical things happen” approach.  I think the fact that Home Depot doesn’t even post their commercials on their YouTube channel shows that their marketing focus is how to help customers get things done rather than creating buzz.Lowe’s seems to be focusing too much on creating viral sensation and it makes them seem less knowledgeable.  They are comparable to Home Depot in most ways, and they even have some advantage with their MyLowes online to keep track of your house project*.  But the most memorable part of their campaign is music and people dancing. This generally isn’t your go-to knowledge group for home improvement.  Ron Swanson doesn’t take Lowe’s seriously either.

*My paranoia makes me think that is a brilliant market research scam posing as a helpful tool meant to get free information from homeowners about brand usage and preference. I haven’t researched it enough to confirm though.





Evil Green Mist, coming to a neighborhood near you!

19 03 2012

Lowe’s has been doing a great job with their new(ish) marketing campaign recently.  They have ridiculously catchy hipster music (“Don’t Stop, Doin’ what-cha doing” is often sung in our house) and a slight variance in each commercial to appeal to different personalities.  Case in point, my MIL saw the “Coloring Book” commercial and like it so much that she told me about it, and she actually remembered who the commercial was for (not the easiest task).

However, one commercial just seems to freak people out.  The Fresh Cut Grass Commercial:

I didn’t think too much of this commercial. I just figured it wasn’t directed at me (I hate yard work (probably because it was a punishment when I was a child – “Just go pick up sticks in the yard!)).  I did think the green mist (fog, scent, visual gas leak?) was a little weird and reminiscent of the evil green mist in the Voyage of the Dawn Treader Butchering that Hollywood put out.

Green Mist is not normally a comforting sight

However, my focus group friends all hated this commercial with a fiery passion that I usually reserve for pickles.

The biggest complaint was the mystery green fog:  It looks like poison, it’s kidnapping people, why does it have the power to change their clothes? Is it just pot fumes and that’s why they are excited about yard work?  It just looks evil.  Who likes the smell of fresh-cut grass? (allergy sufferer’s words)

The best response: How early is that jerk neighbor mowing the lawn!?