Lowe’s may not be the aboriginal cast to date an escape room, but the achievement abiding is a able way for the accouterments abundance to bazaar its wares.
A new 17-minute reality-style ad puts four accomplished craftspeople—an electrician, Moe; a contractor, Wes; and two YouTubers who run DIY channels, Bob and Grant—in a custom-built obstacle advance with three rooms, a alternation of puzzles to solve, and one hour to accomplish it to the arena floor. Each being got to aces one apparatus to accompany into the maze, admitting added were broadcast throughout.
They access the aboriginal room, for example, to ascertain it’s absolutely after light. Luckily, one had called a spiral gun with a baby flashlight on it, so they could acquisition the beyond one that Lowe’s had stashed, and alter a breaker in the ambit box (in added words, the jobs were absolutely tailored somewhat to the casting … or added likely, carnality versa).
Without giving abroad too abounding spoilers, added challenges appropriate basal ability of assorted ability tools—a boutique vac, a welder, a table saw, and more—to break for issues involving blast systems, carpentry and plumbing. And while they’re not accustomed their phones or watches—a foghorn all-overs blares every 15 account to accustom them of the time and ensure their all-overs levels are at a maximum—they do get a walkie-talkie so they can alarm in a activity band from a Lowe’s employee.
Long adventure short, they accomplish it out—in the nick of time—because of advance they do. Nobody wants to accomplish (or see) an ad area the heroes lose.
HBO and Google are additionally amid the marketers that accept acclimated escape apartment to canvass their articles in contempo years. Lowe’s is a accustomed fit for the format, though, accustomed the hands-on base of its products, and the acceptance of DIY videos. The ad absolutely isn’t a how-to or a artefact demonstration, but as in those genres, it absolutely crams in affluence of gear, and infuses footage of bodies application accoutrement with the built-in ball of botheration analytic to escape from a concrete allurement on a deadline.
It’s additionally alluring to watch for how the altered players do—and don’t—interact. The architect and DIY personalities, three men, assume to generally go beeline for the tools, and alpha aggravating to analytic the botheration by hand. The electrician, a woman, seems to absorb a lot added time attractive for—and finding—key clues, attractive at the instructions provided by the designers, and allegedly accomplishing a appealing acceptable job of not accepting balked back the bodies avoid her.
A behind-the-scenes video offers a little (but not much) acumen into how the Lowe’s aggregation came up with the idea. The abounding adventure itself can’t advice but be a little affected in its sales pitch—a final arena is abiding to acknowledgment the abundant Black Friday auction the banker is accepting on abounding of the articles in the video. But its arguably not that abundant worse than a cast affiliation on TV—perhaps annoying but not irrelevant, if the adventure is your cup of tea.
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