Ace Hardware Commercial

Sometimes scoring a commercial is pretty straight forward. We do music research to find the right style/instrumentation/energy level and so on. Then we write original tracks (usually 5-10 composers per round). And if we’re lucky, the client picks a track out of that first batch that we finesse and everyone’s happy. Other times it requires much more exploration to find the right track. This Ace Hardware spot is an example of that. We started out with songs based on the idea that it would help tell the story better as there was no voice over in the spot. Here’s my first submission:

This didn’t feel quite right. They did like a couple of the other songs that were submitted, but they decided to keep exploring other options. In the end, they picked my orchestral track which sounds like this: