Mace launches new €1 million nationwide ad campaign

Jonathan Sexton has been a Mace brand ambassador since 2018

New campaign is a contemporary take on Mace’s marketing legacy of ‘Going the Extra Smile’.


Brand Central

6 July 2021 | 0

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Mace is currently launching a new television advertising campaign starring Ireland rugby star, Jonathan Sexton.

The multi-platform campaign is a contemporary take on Mace’s marketing legacy of ‘Going the Extra Smile’.

The advert focuses on the renowned friendliness of Mace retailers and staff, based on the concept that “every time Sexton hears the word friendly he’s transported to the friendliest place in the world, a Mace store”.

The humorous ad shows him in a number of different shopping scenarios as he relies on the convenience and friendliness of Mace and avails of the breadth of products to choose from.

Directed by Dave Tynan (Sweet Media) under the creative umbrella of renowned ad agency, Ogilvy and its creative director, Marcus Hartung, the new advert was filmed in one of the latest new look Mace stores, Mace Black Bull in Drogheda town and will be broadcast across television, video on demand and accompanied by digital and social media campaign.

The advert features Jonathan Sexton, who has been a Mace brand ambassador since 2018 and, accompanied by a series of disruptive digital and social media activities, the impactful campaign has been designed to visually highlight the friendliness of Mace retailers and their teams.

The TV commercial will be supported by a fantastic consumer competition to win a “money can’t buy” training session with Johnny for a local school or club.

“We’re really excited about this advertising campaign and through it we’re hoping to provide some enjoyable entertainment that will lift the moods of our customers,” said Daniel O’Connell, Mace sales director.

“The Mace brand is centred on the friendliness of our retailers and their teams and always going the extra mile with a smile, something that we’ve also tried to achieve with this campaign,” he added.

The new television ad aired for the first time on Thursday, 1 July.



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