True Value "Duel"

Do-it-yourselfers get some advice from the “masters of all things hardwarian” in a new campaign from Marc for True Value. The ads attempt to cast employees as hero problem-solvers for the renovation set, but the invention of a new word to represent the magnitude of their expertise doesn’t do much to advance its new “Start right. Start here” message. Instead, it intensifies the forced feel of the overplayed theme. A customer verbally spars with a True Value clerk as they challenge each other with their “hardwarian” know-how.