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.” The Ace associate steers him in the right direction as the jingle plays, “Ace is the place with the stuff for squeaking hinges that’s called WD40, not 10w40, which is motor oil that we also sell.”

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