US Ad of the Week: Lowes Foods ‘#BeFull'

Supermarket chain Lowes Foods has rolled out a holiday ad that encourages viewers to ‘#BeFull’ of what matters this holiday season.

Voted by US Creative Work readers as Ad of the Week, the video showcases both the sappy and quirky moments we all experience in some way over the holiday season.

In the spot, a dad is surprised to see that his daughter’s boyfriend will be joining them for Christmas dinner, a grandma joins a game of family football, and a mother helps her daughter string twinkle lights on an outside tree.

North Carolina-based agency The Variable created the short film with production company Birdie Pictures. It was directed by Max Gutierrez.

The song that plays during the ad, called ‘The Days to be Home,’ was co-written by The Variable and the band My Double, My Brother.

If you’d like to vote for next week’s winner, visit our US Creative Department here. The ad that receives the most votes will be named ‘US Ad of the Week’ next Wednesday.

Minda Smiley

Minda Smiley is a reporter at The Drum covering creativity and advertising. Based in Philadelphia, she primarily covers independent agencies and B2B marketing. She also oversees The Drum’s “Independent Influence,” a weekly series that spotlights the work, perspectives and inspirations behind independent agencies. During her time at The Drum, she has covered industry events including SXSW, ANA Masters of Marketing, 4A’s Transformation and C2 Montréal. She is a graduate of the City University of New York’s Graduate School of Journalism.

All by Minda