Advance Auto Parts

For the man skilled enough to rebuild his own engine, the garage represents more than just a workspace. It’s a shrine. A point being ignored collectively across the auto parts category. It was time those united by their passion for getting under the hood had a brand they could call their own.

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With earnest delivery and a few soulful tunes, we reintroduced Advance Auto Parts to the heavy DIYer in the one place they hold high above all others: the garage.

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Soulful music and gritty, black and white imagery were used to paint an honest portrait of what it’s like to crawl under a chassis and get your hands dirty.

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Online videos call upon similar music and gritty imagery, but this time let the hard work do the talking before closing with a little wisdom from the garage.