Flamingos and unicorns typically aren’t things that you would associate with a home improvement retailer. At least until now. Lowe’s new campaign, Make Your Home Happy, is bringing a little fun and humor to the home improvement space, complete with TV commercials featuring said flamingos and unicorns.

This new campaign represents a departure from Lowe’s more traditional and conservative roots, and it’s being lead by Marci Grebstein, the home improvement retailer’s new chief marketing officer. (Grebstein was recognized by Total Retail, Women in Retail Leadership Circle’s sister brand, as one of the Top Women in Retail in the cover story of its Winter 2016 issue.) On the job for less than a year, Grebstein believes adding a little humor and fun to the marketing mix will help Lowe’s both retain its existing core customer, who tends to skew a bit older, while also appealing to much sought-after millennials, particularly first-time home owners.

https://www.youtube.com/watch?v=E8051JFvZTY

“[The campaign] provides reasons to believe, proof points, about how Lowe’s demonstrates its passion around helping consumers bring their visions to life,” Grebstein told Ad Age. “The humor has a different slant than we’ve had in the past.”

Lowe’s worked with BBDO, its lead creative agency, on the Make Your Home Happy campaign. The new branding replaces the retailer’s “How to” series, while the company’s tagline, Never Stop Improving, will remain. Furthermore, the campaign is expected to hit during Lowe’s busy spring season, and coincides with the company’s sponsorship of the NCAA March Madness tournament.