O'Keefe, Reinhard & Paul is launching its first campaign for Ace Hardware since the agency won the account last May.
The campaign leverages the signature “Ace is the place with the helpful hardware folks” jingle by featuring more than 30 videos filmed at three Ace stores in Houston, Orlando and Chicago, using a cast of 25 actual Ace owners and associates and 40 real customers.
The ads were developed to support seasonal offerings and sales across focus categories including paint, lighting and lawn and garden, while also showcasing Ace’s mix of brands, including Craftsman, Scotts, Valspar and Weber.
The spots show people with their challenges, such as seeking new paint, and then transforms the jingle to convey how Ace is the place for that. The ads can be seen here.
The national campaign includes 25 15- and 30-second spots that will air on television networks including CBS, USA Network, HGTV, Food Network and ESPN, among others.
In addition, 15 30-second national radio spots will air on terrestrial and streaming radio-- specifically Spotify and Pandora--with companion banners.
Online videos will be placed with companion banners on Hulu and YouTube with media integrations with Food Network, Animal Planet, 120 Sports, USA Network and DirecTV, among others.
The campaign will also be extended across social media, acehardware.com, store signage, circulars, email, direct mail, and local market TV, audio, and display templates.
Ace's media agency, Publicis Groupe's Spark, handled the media buying and distribution of these new spots.