“Like a high five for your eyes.” Really? Seriously? In a lame attempt to somehow make a connection between the beauty industry and, yea, paint selection, Ace Hardware, with seemingly no help from FCB, is out with Helpful is Beautiful, a campaign which touts Valspar paints and the introduction of The Paint Studio.
The Paint Studio is supposed to offer up some kind of personal paint shopping experience rather than an industrial-feeling trip to the hardware store.
Of the experience, Ace Paint Division President and GM Mary Rice said, “The Paint Studio at Ace is truly a new and better way to shop for paint. With new colors, trusted brands and a boutique feel specializing in personalized attention and service, we are thrilled to provide consumers with a completely new paint shopping experience that’s designed to help them find their perfect color.”
And making an argument for the fashion approach, Valspar Vice President and GM John Anton said, “Valspar is committed to helping people find the perfect color to transform any space in the home,. Together with Ace, we are proud to bring this to life through the ‘Helpful is Beautiful’ advertising campaign which underscores the helpful Ace shopping experience and the beauty of our expertly-chosen color palette.”
What’s next? Paint shopping likened to a religious experience with cult-like hand waving and come-to-Jesus dramatics?
