Ace Hardware Updates Its Jingle With Humorous Spots

First Work From O'Keefe Reinhard & Paul Features Chain's Own Owners, Employees and Customers

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It's almost spring, and Ace wants you to know it has you covered, for color samples, lawn mowers and even helpful advice like, "don't eat paint." The Oak Brook, Ill.-based hardware chain unveiled a new campaign this week, its first work from agency O'Keefe Reinhard & Paul, which won the Ace Hardware account last year.

The new campaign features its friendly, stick-in-your-head jingle "Ace is the place with the helpful hardware folks," and includes real Ace store owners and customers in a series of chuckle-worthy 30-and 15-second spots. In another spot, a teenage son expresses as little enthusiasm as possible over taking over the grass mowing duties from his dad.

"We set out to accomplish something that no other retailer or brand can do, showcasing our three greatest differentiators--our people, our brand and our jingle--in a truly authentic way," said John Surane, exec VP of merchandising, marketing and sales at Ace, in a statement. "It's unmistakably Ace."

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About

Credits
Date
Mar 04, 2016
Agency:
O'Keefe, Reinhard & Paul
CEO:
Tom O'Keefe
Client:
Ace
CCO:
Matt Reinhard
CD:
David Petti
CD:
Bob Jensen
CD:
Greg Mills
Producer:
Charlie Ferraye
Director:
Jeff Jenkins
Production Company:
ADDigital
EP:
Tom Mooney
EP:
Dan Klein
Producer:
Erin Brender
DOP:
Jason Banker
Associate Producer:
Brian Moon
Editorial:
Whiskey & Bananas
EP:
Scott Mitchell
Editor:
Mark Jepsen
Music:
Wojan Bros Music
Genre
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