Lowe's: Tile Bracket

At the start of the NCAA tournament, Lowe’s launched a series of new television ads targeting young male DIYers. Spots depicted entertaining and funny DIY moments based on the idea, “No matter where you are in your project, you can always come to Lowe’s for help.” There were ceiling fans falling, bench swings collapsing, and tumbling bathroom tiles. Specifically, viewers began comparing these household disasters to what was happening with their own NCAA Basketball Bracket predictions – they were crashing down. So Lowe’s and its creative agency partner BBDO NY, decided to bring this “bracket busting” idea to life by creating a real-time digital and television version of the “Bathroom Tile” spot that swaps falling tiles with the names of all the college teams that have since been eliminated from the tournament.