Even with the SXSW news cycle in full churn, it’s been a pretty slow week. While a few stories have been interesting (like this bonehead promotion for Ex Machina), most of the news has been kinda meh.
So, the highlight of this week came down to either this gun control PSA from Grey, New York. Or, these Lowe’s spots from BBDO New York. And while gun control is indeed a serious and compelling issue, can one truly pass on the unexpected humor of home improvement? Not a chance.
Now granted, it is a gag technique we’ve seen before from countless brands like GEICO. But for some reason, it still works. Especially if the scripts are tightly written and the actors have great comedic timing.
BBDO definitely nails it with the first spot, hitting upon the well-known fitted sheet frustration. Let’s face it. All the YouTube tutorials in the world will never come close to solving this fundamental failing of humankind.
Unfortunately, the follow-up spots start to lose their humor quickly. As the joke structure becomes familiar, the pay-offs become weirdly strange before ending on an expected note.
All in all, it’s a solid effort for a well-trodden concept. For my money, I’d run the first two spots and save the other two for a Powerpoint presentation.