New Campaign from True Value and Laughlin Constable Celebrates the Heroes of Home Projects

As local, independent businesses have been navigating a changing retail environment, True Value, the globally recognized brand and original local hardware store, turned to its agency of record, Milwaukee- and Chicago-based Laughlin Constable, to launch its first campaign in a decade, as it helps to ensure independent home improvement retailers thrive. 

The campaign delivers on the empowering realities of home ownership and celebrates the triumph and relatability of do-it-yourself home improvement projects backed by the expertise of the neighborhood hardware store. The campaign and its various iterations showcase both DIY’ers and the store owners as Hardware Heroes. 

Let’s take a look at one of the brand new spots releasing this week…

True Value and Laughlin Constable recognized the correlation of Hardware Hero and the iconic song Jukebox Hero, by the famous British-American 80’s rock band, when ideating the campaign. That audio  anthem drives home the end benefit for the consumer, while also delivering pride to True Value store  owners worldwide. The campaign turns everyday homeowners and store owners into hardware, lawncare and paint heroes, with different evolutions of the campaign reflecting seasonal needs of local consumers. 

“My grandfather was the proud owner and operator of a True Value store for over 30 years. My favorite memory was how he knew how to fix anything – my toys, science projects and pinewood derby cars – he was a true hardware hero,” said Jon Laughlin, co-chief creative officer of Laughlin Constable. “It has been  an honor and full-circle moment for me and our family-owned agency to be partners with True Value. The campaign showcases and celebrates that everyone is a Hardware Hero – whether you’re a 30-year store owner like my grandfather or a Do-It-Yourself kind of guy like me.”  

True Value’s campaign launches amidst an ever-evolving retail landscape, as retailers of all sizes across  all industries look for opportunity to win. 

Here is another entertaining piece from the brand-new campaign…


“With 75 years under our tool belt, we knew we needed to continue our evolution and create a campaign  that would resonate with not only our independent retailers, who are heroes in their own right, but also  our customers,” said Jake Kalnitz, SVP, Chief Merchandising Officer for True Value. “I love this campaign  because it’s relatable, refreshing and straight up fun. It’s different than anything else in the industry.”  

The :15 and :30 spots, created and produced by Laughlin Constable, will launch April 1, 2024, across nearly 50 states via connected TV, YouTube pre-roll, Meta and programmatic display. The geo-targeted campaign is designed to connect consumers with hyper-local product solutions at their specific community True Value stores. 

“Every facet of our work for this campaign encompasses what it means at LC to help our clients build a personal experience brand,” said Anthony Romano, CEO of Laughlin Constable. “The strategy was  inspired by the simple insight that inevitably even the most well-intentioned DIYer will hit a roadblock,  and powering through it often takes that rare, empathetic expert. That combined cultural and brand truth  is what makes this campaign so relevant.”

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