• by Fern Siegel , 4 hours ago

DIY culture is popular — and True Value is capitalizing on America's love of home improvement. 

Laughlin Constable, the brand's creative and media agency, just  launched “Your Project, Your Way,” to reintroduce one of America’s longstanding hardware companies, dating back to 1948.

Nick Offerman, known for "Parks and Recreation" and his expertise as a woodworker, is featured. 

The "Undercover Nick" spot uses his dry humor to illustrate what the company offers. There are 15- and 30-second iterations. 

Creative runs nationally across CTV, YouTube, paid social (Meta, TikTok, Pinterest), influencers, streaming audio, and in-store placements. True Value is the Official Hardware Sponsor of the NCAA Big East Conference Tournament. Spots will appear during tournament games and March Madness placements.

The campaign follows the company's acquisition by Do It Best Corp. last year, targeting a new generation of DIYers. According to a 2025 Farnsworth Group report, millennials are aging into larger projects while doing more DIY, whkle Gen X and Boomers remain a major force in overall home improvement spend.

Jon Laughlin, Co-CCO, Laughlin Constable, said: “This campaign was really about capturing that feeling and celebrating the DIYers and the store owners with a tone that’s genuine, surprising and just the right amount of irreverent. Nick Offerman was the perfect partner to bring that to life.”