Ace Hardware's New Ads Remind People Not to Eat Paint or Confuse WD-40 With Motor Oil

Offer playful takes on brand's classic jingle

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Shopping for hardware and home improvement products can be confusing. So Ace Hardware is putting a humorous spin on the process in ads with long-winded addendums to its traditional jingle, "Ace is the place with the helpful hardware folks."

The new ads, by O'Keefe Reinhard & Paul, start with the classic jingle and feature Ace associates answering customers' questions. In one spot, a customer enters a store asking for "the stuff for squeaking hinges. I think it's called 10w40."

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