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Lionel Messi and DIY Store Lowe's Prove the Power of the Assist

10/07/2024
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Spot from Dentsu Creative spotlights the helpful associates working at Lowe's during Copa Am茅rica

Dentsu Creative shares its first work with DIY store Lowe鈥檚, featuring Lionel Messi, and running throughout the CONMEBOL Copa Am茅rica 2024 USA tournament, with the final game this Sunday, July 14th.

'Celebrate the Assist' brings together the Lowe鈥檚 brand, known for friendly, helpful associates, and Lionel Messi, known for his record-breaking number of assists, showcasing the power of the assist, on the field AND in the aisles.

"Lionel Messi is the GOAT of the assist," said Jen Wilson, Lowe's senior vice president and chief marketing officer. "Partnering with him is the perfect reflection of Lowe's shared passion for assisting our customers, whether for their business or home."

鈥淚n this spot, we wanted to draw the parallel between Messi鈥檚 brilliance assisting others on the pitch with the skilful work Lowe鈥檚 employees do when they show up to help pros and homeowners every day,鈥 said Brian Eden, executive creative director, Dentsu Creative. 鈥淏y making that connection, we are honouring the unsung heroes working in Lowe鈥檚 stores all across the country day-in and day-out and paying tribute to the value of great help.鈥

'Celebrate the Assist' is running on TV, OLV, social and In Stadium through the duration of Copa (7/14), as well as Leagues Cup from 7/26-8/25, alongside local watch parties, and loyalty rewards program efforts.

This campaign follows the Lowe鈥檚 announcement earlier this year about a hat trick of soccer partnerships with Lionel Messi, Inter Miami FC, and the Copa America Tournament. 

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