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Watch videos – Ace Hardware targets Spanish speakers with new ad trio

Posted by Elena del Valle on May 10, 2010

A scene from the new Ace Hardware Spanish language ads

Photos, video: Revolucion, Ace Hardware Corp.

Hoping to attract Spanish speaking customers Ace Hardware launched its first Spanish language TV and radio ad campaign. In April, three 30-second Spanish-language TV spots began airing nationwide on Univision, Telemundo, Telefutura, Galavisión, ESPN Deportes and Fox Sports En Español. Two
Spanish-language radio spots were scheduled to air last month. Two Spanish language morning shows, Despierta América (Wake Up America) and Levántate (Get Up), are scheduled to feature advertorial how-to segments in tandem with the campaign which will end in June 2010. Scroll down to watch the video ads in Spanish.

In an effort to tap into the increasing buying power of the U.S. Hispanic market, estimated by some to be just shy of $1 trillion, the 86-year-old company reached out to Revolucion, a communications agency, in 2007. Relying on a trial campaign targeting Hispanics in late 2008 that resulted in 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 the hardware chain continued testing. Following a second effort that spring and summer in Denver, Sacramento and Chicago with “even greater success” Ace asked Revolucion executives to develop a national Spanish language ad campaign for 2010.

John Surane, vice president, consumer marketing, merchandising and paint, Ace Hardware

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

José González, partner, Revolucion

“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,” said José González, partner, Revolucion in a press release. 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 is standing in a big box store looking frustrated and confused. The voice-over asks, “¿Qué pasó con la 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?”). The TV spots all end with the statement: “Menos tiempo dando vueltas. Más tiempo para lo importante.” (“Less time running in circles. More time for what’s important.”).

A scene from the new Ace Hardware Spanish language ads

The Revolucion team for the Ace Hardware campaign was Jose Gonzalez, partner, chief strategy officer; Federico Mejer, Partner; Roberto Alcázar, executive creative director; Henry Alvarez, art director; Pilar de Posadas, executive producer; and Ana Paz, senior account executive.

Ace Hardware has 4,500 locally owned and operated hardware, home center and building materials stores, making it one of the largest hardware cooperatives in the industry. Headquartered in Oak Brook, Illinois, Ace operates 14 distribution centers in the U.S. and one in Shanghai, China. Its retailers’ stores are located in all 50 states and more than 60 countries.