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New Television Campaign for Costello's ACE Hardware
April 15, 2010
If your walls could talk, what would they say? What about your lawn? That's the intriguing yet humorous premise behind the new television campaign Austin & Williams has created for Costello's Ace Hardware.
The series of seasonal spots uses the latest in Flash technology and clever dialogue to stand out in the super-competitive Long Island home improvement market, according to Eva LaMere, Executive Vice President at Austin & Williams. Eva leads the team that developed the concept for Costello's, a 16-store Ace franchise that's the seventh largest in the world.
"What sets Costello's apart from some of its 'big box' counterparts is the personal service and commitment to keep in stock what they have on sale," she explains. "It's a family owned business and it shows in the service they deliver and in our commercials." The campaign communicates the Costello personality - featuring an agency-created caricature of CEO Vincent Costello, who founded the franchise more than 36 years ago - while leveraging the power of the Ace Hardware brand.
"They're recognized as the 'helpful place,' which strengthens the service-focused image we're building for Costello's," Eva explains. "To bring the two together, we created a custom jingle that features the famous Ace whistle and tagline but with a twist: it's now the helpful - and friendly - place." In addition to the "talking" walls and lawns, CEO caricature and new jingle, the spots also feature a donut for seasonal product promotions.
"Our team really packed a lot of marketing punch into each 30-second spot, successfully branding Costello's and selling product at the same time." The three-ad campaign, which features spring-, fall- and holiday-themed spots, kicks off in the Long Island market on Cablevision and Verizon FiOS on April 26, 2010. Take a look below for a sneak-peak at the launch spot!
