I recently saw a commercial for Ace Hardware touting that they sell Benjamin Moore paint. But, the image of the their building stopped me from paying attention to paint:
This does not look like any Ace Hardware building I have seen before. Instead, it looks like it used to be either a Walgreens or CVS. The building structure says chain drugstore: dual automatic doors at the front, the angled entryway, the high windows on the sides. The few glimpses of the inside in the commercial look similar to a drugstore (even if it is hard to imagine paint at the front of a Walgreens.)
Did Ace take over a former drug store building and then use it in the commercial? Or, is this a backlot creation? I found a Florida Ace commercial that features the same structure in the beginning.
Brands have a whole set of items that go with them: a logo, a jingle, a slogan, colors, and buildings. The buildings might get less attention – they are not in radio commercials, they do not often feature in print ads, and videos may or may not included interior and exterior shots – but they matter for the brand and the experience. I imagine many American consumers could drive by empty malls, strip malls, and shopping areas and identify the stores that used to be in the building without any signs or lettering present. Many of them have a similar look across the United States, even if they occasionally try to “fit in” with local styles, meet local guidelines, or embody more uniqueness.