Labor Day is a national holiday in the U.S.
The holiday was created to celebrate and promote labor unions, but for a long time it’s simply been “that holiday that comes right before school starts” or “that holiday that comes at the end of summer, in early September.”
People might anticipate the end of summer or the beginning of a new school year or new sports season. But no one eagerly counts down the days to the Labor Day holiday itself.
Children don’t await its arrival with giddy excitement.
Family scrapbooks feature few if any photographs from Labor Days past.
No one excitedly or impatiently waits for Labor Day.
So what possible reason could this Lowe’s Home Improvement radio commercial have for beginning as this one does?
The rest of the advertising copy really doesn’t matter, because no one listens past that inane opening line.
But do they really expect listeners’ heads to nod in agreement upon being told, “A long weekend is the perfect time to upgrade your home”?
1. There isn’t a person on this planet who’s been thinking, “Labor Day weekend is coming up! Thank goodness! That’ll be a perfect time to upgrade my home!”
2. If people haven’t planned to use this long weekend to upgrade their homes, hearing this commercial during the long weekend isn’t going to do much good.
3. The spot you just heard aired on Monday…the last day of the 3-day weekend. The people responsible for this campaign were too lazy or too dumb to change out the spot on the last day. So we hear Lowe’s urging us to take advantage of this “long weekend” when the long weekend is almost over.
I can’t find anything about this radio commercial that has any merit. Certainly not this idiotic declaration:
“The seasons are changing, so there’s no better time to give your home a fresh look.”
Why are times of seasonal change especially conducive to home improvement? And why are they implying that it’s less desirable to spruce up your home when the seasons aren’t changing?