Lowe’s, the USA home improvement store chain, ran “Man Cave”, an advertising campaign connecting with the plight and glory of the suburban dad, making the best of the compromises that push his life’s memorabilia into the basements, attics and spare rooms across the land. Man Cave takes us on a tour of one man’s dream lair, then travels to Lowe’s to show us how he brought the space to life. Starting with our hero’s leopard-print couch, the ad flashes through the man’s trophies, his collection of music and instruments, his mini-bar and fish tank. Tucked into the back of his desk, behind his chessboard, is a picture of his beloved wife, whom we soon see is responsible for steering the renovations via shopping trips to Lowe’s. In the wide, clean aisles of the superstore, a panoply of paint, window shades, lamps and various building and decorating supplies multiply on the screen. The happy couple finds all they need with the help of a friendly and knowledgeable Lowe’s employee. The camera returns to the signature man-cave and we witness our hero making way for his cartoon-watching daughter on the couch. “It’s a man and… daughter cave,” he concedes.
Click on the image below to play the Man Cave video in YouTube (HD)
The Man Cave campaign was developed at Footsteps Group by CEO Alvin Gay, creative director/art director Dianne Campbell, copywriter Howard Jordan, producer Susan Smitman.
Post/Effects was produced at Tanq by Flame artist Alex Catchpoole, after effects artist Jay Sienkwicz and executive producer Mary-Joy Lu.
Music was produced at Last Minute Entertainment, New York, by music supervisor Bernie Drayton and composer Jonathan Fields.