AWARDS
COURTESYOF^ HYUNDAI
/^ DAVID
DEWHURST;^HOMED
EPOT26 MARCH 16, 2020 |^ ADWEEK®
Adolfo Villagomez
CMO | Home Depot
Villagomez oversaw the company’s biggest marketing shift in early
December, when it unveiled its new tagline, “How doers get more done.”
(It replaced “More saving. More doing,” which was launched in 2009.)
The change shifted Home Depot’s focus from lower prices to capability,
as well as built on its brand platform of being handy around the home.
The fresh catchphrase is being featured in the home-improvement
retailer’s digital outreach, social media and television ads, which were
first aired during the SEC championship football game.
Notably, the tagline also showcases the retailer’s progress in creating
a more seamless shopping experience across its stores and online. One
of Home Depot’s TV ads, for example, highlighted its mobile app, which
features image search and a product and inventory locator. Earlier in the
year, Home Depot made an appeal to those in the process of moving to a
new home by rolling out in-store workshops, how-to materials and social
media outreach, replete with a mover’s landing page, all in an effort to
capture that audience. —Richard CollingsAngela Zepeda
CMO | Hyundai
Before moving to Hyundai in October, Zepeda
was a mainstay at the brand’s in-house agency,
Innocean, making her transition to the auto
brand seamless. In fact, Zepeda was still with
the creative agency during the early stages of
what would become her first hit, Hyundai’s
Super Bowl commercial.
The star-studded spot featured Boston-
born celebrities like John Krasinski,
Rachel Dratch and Chris Evans speaking
with an exaggerated Massachusetts accent,
introducing Hyundai’s new remote parking
technology, Smart Park (“Smaht Pahk”). The
spot tallied 43,000 mentions across social
platforms, 93,000 site visits to Hyundai’s
website and more than 42 million YouTube
views, almost double the amount of last
year’s spot—walking the fine line between a
celebrity-centric approach and an emphasis
on Hyundai’s new features. —R.B.