Kobalt Goes Medieval on TV

Kobalt MedievalCheck out this tongue (firmly) in check ad for Lowe’s Home Improvement Private Brand Kobalt. It’s nice to see some humor injected into a serious category and its even better to see a Private Brand confident enough to make a aspirationally silly commercial.

The YouTube description reads:

The Kobalt Warrior – Spring has given birth to a new warrior, one who’s fierce and ready to make his rite of passage by waging the battle of blade against blade.

But legend has it that for a warrior to tame a growing giant, he must lead his charge with the untethered freedom to roam the land. He cannot rely solely on his will and strength, though mighty, rather he must choose an arsenal of weapons to assist his endeavor… and the sum should be a battery of seven tools.

During the revolt, he’ll be tested — pushed to the edge to trim the opposition’s army. He’ll take them out in masses, cutting swaths repeatedly along his journey, often cutting his teeth against the once mighty bark of a soldier, now fallen from his chain of command.

Once the battle is complete and he has sworn victory, the warrior must be willing to accept that even once slain, his opponent can and will return.

This is just one warrior’s story. Now it’s time to get medieval on your lawn and plot your own.

Stop by your local Lowe’s today or shop Lowes.com to add the new line of Kobalt 40V Max* Lithium-Ion Outdoor Power Equipment to your arsenal.

Kobalt is one of the featured brands in the new book “Fifty2: The My Private Brand Project. Order One Today!



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Christopher Durham
Christopher Durham is the president of My Private Brand and the co-founder of The Vertex Awards. He is a strategist, author, consultant and retailer who built brands at Delhaize-owned Food Lion, and lead strategy and brand development for Lowe’s Home Improvement. He has consulted with retailers around the world on their private brand portfolios including: Family Dollar, Petco, Staples, Office Depot, Best Buy, Metro (Canada), TLW (Taiwan) and Hola (Taiwan). Durham has published five definitive books on private brands, including his first book, Fifty2: The My Private Brand Project. In 2017, he will debut his newest book, Vanguard: Vintage Originals, a visual tour of innovation and disruption in private brand going back to the mid-1800’s. Dynamic in his presentation while down to earth and frank in his opinions, he has presented at numerous conferences, including FUSE, The Dieline Conference, Packaging that Sells, Omnishopper and PLMA’a annual trade show in Chicago. Durham lives in Charlotte, NC with his wife, Laraine, and two daughters, Olivia and Sarah.