Gone are the days when Pat Summerall touted the True Value Hardware special of the month while standing next to a row of garden hoses. Instead, the nation’s largest hardware retail chain is making a serious image change with a new campaign from McConnaughy Stein Schmidt Brown, Chicago.
The humorous spots, which break next week nationally, focus mainly on service. One spot shows an older man sitting at his table drinking coffee, while his house shakes and rattles intermittently. Meanwhile, his faucet is dripping. As he talks about going to True Value to get the help he needs, he says, ‘You get used to the rollercoaster, but the dripping faucet was really getting on my nerves.’
Copyright Adweek L.P. (1993)
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