Shopper Marketing - July 2016 - 28


PROGRAMS

Ace Campaign Defines
'Moment of Help'

TV spots put humorous twists on venerable 'Ace is the place' jingle
By Ed Finkel

oak BRook, ill. - Ace is the place where
you can't possibly contain your enthusiasm for self-propelled mowers.
That purposefully meter-stretching
wordplay is the punch line - after a
father enters an Ace Hardware store
with his son and says it's time for the
boy to start doing the lawn - in one
of 25 separate cheeky TV spots airing
nationally as part of a new Ace Hardware campaign that dusts
off the venerable "Ace is the
place" jingle.
For example, Ace is also the
place with the stuff for squeaking hinges that's called WD-40,
not 10w40, which is motor oil
that they also sell. And when it
comes to paint samples, Ace is
the place for a taste before you
buy the whole meal. That's a
metaphor, the spot cautions.
You shouldn't actually eat paint.
Ad agency O'Keefe Reinhard & Paul, Chicago, strove for authenticity in surveying more
than 100 Ace retailers and employees to get a
sense of typical customer requests and how
Ace associates respond to them regarding everything from lawn and garden projects to
28

y SHOPPER MARKETING JULY 2016

Ace Hardware
worked with
O'Keefe Reinhard
& Paul to develop
a campaign that
leverages 25 TV
spots playing off
the venerable "Ace
is the place" jingle.

painting selection to fighting insect infestation. The videos, filmed at Ace stores in Houston, Orlando and Chicago, star 25 owners and
associates and 40 shoppers, and showcase
brands like Sears Holdings' Craftsman, Scotts
Miracle-Gro Co.'s Scotts and Weber-Stephen
Products' Weber.



Table of Contents for the Digital Edition of Shopper Marketing - July 2016

Contents
Shopper Marketing - July 2016 - Intro
Shopper Marketing - July 2016 - 1
Shopper Marketing - July 2016 - 2
Shopper Marketing - July 2016 - 3
Shopper Marketing - July 2016 - Contents
Shopper Marketing - July 2016 - 5
Shopper Marketing - July 2016 - 6
Shopper Marketing - July 2016 - 7
Shopper Marketing - July 2016 - 8
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