Ace Hardware launches Hispanic effort.

Ace Hardware Corporation rolls out its first-ever national Hispanic advertising campaign, created by REVOLUCION. Three 30-second Spanish-language TV spots are airing nationwide on Univision, Telemundo, Telefutura, Galavisión, ESPN Deportes and Fox Sports En Español. Two Spanish-language radio spots also launch this month.

A trial campaign in late 2008 saw a seven percent year-to-year jump at Ace’s Hispanic stores in Denver (defined as those with 15 percent or more Latino shoppers) and outperformed non-Hispanic stores nationwide. Ace conducted a second effort the following spring and summer in Denver, Sacramento and Chicago, which brought even greater success. REVOLUCION was then asked to develop a national Hispanic campaign for 2010.

“We’ve seen strong results at retail by reaching out to the Hispanic market and understand the importance of communicating directly to these customers,” says John Surane, Ace’s vice president, consumer marketing, merchandising and paint. “We identified a unique Hispanic insight that separates Ace from the ‘big boxes’.”

José González, partner, REVOLUCION, adds, “In many countries, the ferretería (hardware store) is part of the local community where you’re always helped and can get in and out quickly. Ace is the place where Latinos can have that same customer experience in the U.S. and these spots convey that relevant message.”

In the “Manifesto” TV spot, a man stands in a big box store looking frustrated and confused. The voice-over asks, “Qué pasó con el ferretería de la esquina? Con la persona que estaba allí para ayudarte?” (“What ever happened to the corner hardware store? To the person who was always there to help you?”). Each TV spot ends with the statement: “Menos tiempo dando vueltas. Más tiempo para lo importante.” (“Less time running in circles. More time for what’s important.”)

TV creative is supported with “How To” interstitials on the top two morning shows Despierta América (Wake Up America) and Levántate (Get Up), among others.