Ace Hardware and Valspar Paint unveiled a revolutionary new paint department, The Paint Studio at Ace, with the "Helpful Is Beautiful" advertising campaign.
Using familiar cues from the beauty industry, the campaign was created to introduce consumers to the new Paint Studio at Ace and is largest-ever ad campaign for Ace Hardware. It includes television, radio, print, social and digital and was jointly developed by Ace and Valspar with FCB Chicago and is reminiscent of a beauty advertisement, rather than a paint/hardware advertisement. The campaign unveils The Paint Studio, which was designed around the insight that consumers seek a more style-inspired and personal paint shopping experience rather than a traditional trip to the hardware store, offering exclusive collections from C+K, Valspar Optimus and Valspar Aspire.