Creativity

Ace Hardware Updates Its Jingle With Humorous Spots

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

By Adrianne Pasquarelli. Published on Mar 04, 2016

Editor's Pick

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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