Ace Hardware Launches New TV Ad Campaign Created by MARS Advertising

Business Wire, April 9, 2007

SOUTHFIELD, Mich. -- As part of its 2007 branding campaign to drive awareness, sales and traffic for its primary product categories, Ace Hardware has launched a new, national television advertising campaign. The campaign, which features three TV commercials developed by MARS Advertising, Inc., of Southfield, Mich., focuses on building sales for Ace Hardware's lawn and garden, outdoor living and paint products and further strengthens the Oak Brook, Ill.-based cooperative's position as the customer service-oriented, helpful home improvement retail destination.

"In a fun, quirky twist, each scene features a red-vested Ace Hardware sales associate by the homeowner's side bringing Ace into the consumers' lives in a new and different way," said Michael DiStefano, MARS Advertising, vice president/group creative director.

"These commercials really shine a spotlight on the helpful service our stores provide customers every day and focus on the end result of projects such as painting and lawn maintenance," said Paula Erickson, director of advertising and brand development. "The spots were well-received by our store owners at our annual convention last month, and I think customers will really embrace them as well."

The "Portraits" campaign includes 15 and 30-second TV spots that began airing nationally in March on network and cable television. The three spots -- Lawn & Garden, Helpful, and Paint -- focus on the pride that homeowners feel in the results they've achieved with help from the Ace associate. The spots feature homeowners proudly showing off a variety of home improvement projects, from garage organization and lawn maintenance, to kitchen plumbing and freshly painted living rooms. All spots are tagged "Almost Like We're Right There; Ace: The Helpful Place."

In addition to the television spots that will run through October 2007, the Portraits campaign is supported by local and national radio advertisements, as well as online banner advertising. MARS Advertising handled the creative and production for the campaign. Jeff Stocker, MARS Advertising's chief creative officer, led the team that developed the campaign. Team members included DiStefano, Lisa Bergofin, creative director/copywriter; Galen Chandler, director of broadcast production; and Kristin Dipple, account director.

About Ace Hardware

Throughout its 80-year history, Ace Hardware has been known as the helpful hardware store by both customers and communities. With 4,600 hardware, home center and building materials stores that generate annual retail sales of more than $12 billion, Ace Hardware is the largest retailer-owned hardware cooperative in the industry. Headquartered in Oak Brook, Ill., Ace currently operates 14 distribution centers in the U.S. and its retailers' stores are located in all 50 states and 70 countries. More information about Ace can be found at www.acehardware.com.

About MARS Advertising

MARS Advertising, Inc. is a leading national retail consumer marketing agency that specializes in providing insights, innovation and integrated solutions to create stimulating shopping experiences that deepen consumer's commitment to its clients' brands and the retailer's banner. MARS has been servicing clients with a focus on improved results for over 34 years. In addition to its Southfield, Mich., headquarters, the company also operates offices in more than a dozen cities throughout the nation. www.marsusa.com