Lowe's promotes staff expertise in "Experience" campaign

A BBDO New York push for home-improvement chain Lowe's focuses on its helpful and knowledgeable staffers. The six documentary-style TV ads dispense with the voice work of Gene Hackman, who has been making Lowe's ads since 2001. "We needed a more plain-spoken voice, a less authoritative, less recognizable voice," said Tom Lamb, senior vice president for marketing and advertising at Lowe's.

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