Helpful Neighbor

Ace the helpful place, while rather new to the e-marketing world, does a very good job with their recent line of neighborhood commercials. Ace has always prided themselves on being your neighborhood friendly place for all your home improvement needs but has often fallen to the bigger names such as Lowes and Home Depot. This commercial however is just what Ace Hardware needs to boost its brand name. This nicknames commercial for Ace is a great combination of many key marketing and advertising elements.

The commercial starts off with a normal question one might ask their neighbor about their yard, “how do I keep my grass green?” also a question we feel a hardware store should be able to help us with. The “neighbor” who is in an Ace Hardware uniform, takes the man on a quest through the garage and into the backyard, past other “neighbors” who are all in Ace uniforms. All of the Ace workers address the main character in a nickname such as “The Rodfather”, “Hot Rod” or “Rodman”. While Ace is not as big as Home Depot or Lowes it needs to find other competitive advantages such as customer service and being able to share that neighborly feel with the customer. Truth is most people, don’t know where to begin on most household fixes or problems and the last thing someone wants to do is go to a store where they feel belittled. With this commercial Ace shows that it’s customer service is like walking through the hedges to the neighbors, a very comfortable experience.

Secondly the way the commercial runs through the garage, into the front yard, and finally finishing in the backyard, The Ace employees are all working on a task that is very common to our seasonal fixes, and Ace wants you to know that no matter what your question or concern, you can come to Ace and get a knowledgable answer in an comfortable environment. Much like how you feel in your neighbors yard, like you can ask anything to a close friend.

While we are full of a generation of do it yourselfers and local grown lovers, Ace Hardware does exactly what it needs to make a good commercial. In this commercial Ace tells the consumer they not only have everything you need for your jobs around the house but they do it with their excellent customer service. I personally enjoy going to a local hardware store where I can feel comfortable with the employees and with this commercial I feel that Ace will have to make a few more nicknames for the new regulars.