STORY’S Laurie Rubin directed a new continuing Ace Hardware campaign that focuses on the store’s helpful employees, created by Mars Advertising of Detroit, the new agency for Oak Brook-based Ace.
Rubin added her art direction expertise to the three comedic vignettes shot in carefully selected L.A. locations, and cast the spot accordingly, she said.
The campaign’s object is “to put a face on Ace,” said Mars VP/groupd CD Mike DiStefano.
“We wanted to show a broad economic and age range, from a middle aged guy with a stuffed garage to a young woman hanging the first painting on her wall,” said Rubin who’s been a Story director for 10 years.
Each of three new spots is composed of a series of vignettes with home owners posing in front of finished home remodeling and lawn and garden projects; the familiar red-vested Ace Hardware employee at their side.
The tagline is “Almost like we’re right there. Ace: the helpful place.”
Two more spots in the campaign will film the first of May in Atlanta for a new look in houses, with Rick Rosenmeyer as line producer, said Story executive producer Mark Androw.
Crew for the L.A. spots included DP Nick Taylor and line producer Ted Tannenbring. Finishing by Griot Editorial of Detroit.
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