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.
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.
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.
increase in median spend
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.