Home Depot highlights its disaster relief in new documentary-style film

To promote the film, Home Depot plans to run a 30-second trailer on broadcast TV. A slightly longer version (above) will run on digital channels. The retailer will also showcase the film by airing it in certain stores and promoting it with in-store signage and posters.

Home Depot worked with its agency BBDO as well as Imagine Entertainment, a new relationship.

The film’s release comes amid more environmental turmoil—recent storms in California have caused flooding and evacuations.

Earlier this week, the retailer announced an enhanced loyalty program for its professional contractors. Yet analysts have warned that amid the current economic climate, sales results could be uncertain. In November, Home Depot reported a third-quarter sales increase of 5.6%, to $38.9 billion, along with a comparable sales increase of 4.3%.

“The industry has thus far broadly remained resilient, demonstrated by retail sales and Home Depot’s own comps, but traffic is declining,” wrote Cowen & Co. analyst Max Rakhlenko in a recent research report, warning of factors such as mortgage rates and housing prices on the home improvement sector.