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

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

'Celebrate the Assist' brings together the Lowe’s 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."

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

'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’s announcement earlier this year about a hat trick of soccer partnerships with Lionel Messi, Inter Miami FC, and the Copa America Tournament.