Using Zombies in Hardware Store Ad Campaign = Success; Using Hardware Store in Zombie Mockumentary = Unemployment



During the Halloween season of 2011, I posted a story about how the Westlake Ace Hardware chain of stores in Nebraska used zombies as part of a new advertising campaign. This zombie-themed campaign, which included a witty Web site and in-store "Zombie Preparedness Centers", was a big success. Unfortunately, someone in Georgia didn't get the memo.

According to reports from news sites around the Internet, a group of college students in Georgia produced a documentary short film called When The Zombies Come that won a prize at the recent Sundance Film Festival. The film was shot an Ace Hardware store in Lawrenceville, GA, and it featured real-life Ace employee Alex Warner explaining why a hardware store would be a perfect place to be during a sudden zombie outbreak. One would think that this high-profile, prize-winning mockumentary--a mockumentary that was made without a dime from Ace itself--is an ideal extension of the aforementioned Ace advertising campaign, right? Apparently, Ace Hardware management in Georgia feels otherwise. Ace posted a cease and desist letter on YouTube, claiming that the short can potentially damage Ace's reputation and trademark infringement, and have cut the working hours of Warner to zero.

Here's a screen capture of Ace's expression of displeasure of the film that was posted on Facebook:


Here’s the offending video, courtesy of YouTube:


So far, no complaints have been filed on behalf of the zombie community over the short's supposedly offensive nature. I guess we'll have to wait for the pending zombie apocalypse to know for sure.


Comments

  1. ZabNovember 9, 2023 at 8:09 PM

    Wow, using zombies in a hardware store ad campaign sounds like an ingenious idea! It's amazing how creativity can drive the success of marketing initiatives. Reading about this reminded me of some hardware franchises in the Philippines that have also been innovative in their advertising strategies. If anyone has any insights on how hardware franchise businesses in the Philippines are using unique marketing tactics, I'd love to hear about it. Let's keep sharing these creative business approaches!

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