Frank Blake is taking Home Depot back to its roots as provider of tools and solutions to average people and these new ads, while a little schmaltzy as they say in NY, are right on target. Yes, they are very reality TV but that's the point--they are authentic. You have real people literally building their lives with the help of Home Depot. The ads are less about home-improvement than about the self-esteem of three women.
This focus on helping consumers construct their own world is pretty far away from the vision of Blake's predecessor, Robert Nardelli, to shift to a wholesale business of selling lumber and tools to contractors. Blake's vision is bottoms up, emotional, consumer-centric, co-creative and retail with wide profit margins. Nardelli's was top-down, systems-focussed and wholesale with slim margins.
Home Depot is getting it right now.