Magazine article ADWEEK

Advance Auto Parts Wants Ads That Reflect Its Growth: FKM's Debut Campaign Touts Chain as a Place That Is Ready Ahead of Time. (Regional News)

Magazine article ADWEEK

Advance Auto Parts Wants Ads That Reflect Its Growth: FKM's Debut Campaign Touts Chain as a Place That Is Ready Ahead of Time. (Regional News)

Article excerpt

DALLAS Fogarty Klein Monroe is launching an effort to brand Advance Auto Parts, which has added 700-plus stores in the last two years.

The Dallas shop's first campaign for the client, which breaks today, offers a new positioning and tagline, and original music.

One 30-second spot opens with images of men driving their cars, fixing them in their garages and standing alongside broken-down autos. The commercial cuts to the inside of a product-packed Advance store filled with smiling salespeople. A voiceover says, "The road is calling, so bring it on. We're ready in advance." Other executions maintain the look and tone but are product-specific for batteries, oil and filters.

The new tagline is, "We're ready in Advance," which replaces, "The best part is our people." "We felt the new line would he a much better branded way to talk about Advance," said vp and creative director Tom Gates. "This is a line they can own, and it says a lot about the company."

FKM created a fast-paced score that plays during the campaign's four 30-second and four 15-second TV commercials, as well as in radio spots.

Previous work from The Martin Agency, which took a humorous approach, mimicked home videos.

In the last two years, Roanoke, Va.-based Advance has added 668 Discount Auto Parts stores and nearly 50 Trak Auto Parts sites, most of which are being converted and rebranded under the Advance name. AutoZone leads the crowded category with 3,098 outlets, while Advance is second with 2,435. …

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