Ace Hardware is evolving its brand platform to become “The Home Convenience Store” to distinguish itself from rivals like Home Depot, Lowe’s and Amazon.

The creative in a new campaign, developed with O’Keefe Reinhard & Paul (OKRP), emphasizes its locality as a retail-owned cooperative with more than 5,000 locations to remind viewers that the chain is more of a convenience store than a big-box destination.

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