RONA's Cheeky Campaign Features a Literal Half-Ass to Champion Quality Work

In the home improvement world, quality isn’t optional - it’s essential. Whether it’s building a house, installing countertops, or staining the front porch, RONA understands that cutting corners simply isn’t an option. Enter Half-Ass, a fictional character at the heart of RONA’s latest campaign, which introduces their bold new brand platform: 'Make it right. Make it RONA.'

Created in collaboration with creative agency Courage Inc., Half-Ass serves as a tongue-in-cheek reminder that quality work demands the correct tools and a commitment to excellence, reinforcing RONA as a leader in delivering exceptional results the right way.

“We’re excited to introduce ‘Make it right. Make it RONA,’ which is about more than just selling products - it’s about giving people a reason to take pride in their craft,” says Catherine Laporte, senior vice president, marketing and customer experience at RONA inc. “For us, doing the job properly isn’t a matter of choice; it’s a necessity. Home improvement is about delivering quality at every step, from getting the right advice in store, to selecting the right products, all the way to choosing the right experts to work with to complete a project. And RONA wants to be that expert partner for homeowners and Pros. Whether you’re building a house or fixing a fence, we are there every step of the way to help customers get the job done right.”

The campaign kicks off with a :60-second spot that blends humour and heart. From frustrated contractors complaining about poor work, to a father’s wise advice, Half-Ass, a fictional character, embarks on a comedic journey that highlights the consequences of shoddy workmanship. The tongue-in-cheek approach to the creative captures the inherent understanding and language of the brand’s target demographic.

"The concept for Half-Ass is rooted in a real truth among home improvement professionals," says Tom Kenny, chief strategy officer, Courage Inc. "Half-ass is understood as poorly constructed or completed projects - and is the exact opposite of what RONA stands for, highlighting in a playful way what the brand is capable of.”

The ‘Make it right. Make it RONA.’ campaign, which launched March 24th, is airing across TV, OLV, and social media platforms with a series of :30 and :15 cutdowns. It will also feature out of home placements in major cities nationwide.