The campaign launches as Americans prepare for summer travel — a natural inflection point for automobile maintenance needs
Raleigh, N.C.—Advance Auto Part has introduced “Good Parts,” a new brand campaign that is designed to emotionally connect the company’s 94-year history to motorists through a nostalgic lens. The initiative aligns with the celebration of America’s 250th birthday.
The campaign is anchored by a 60-second video that emotionally connects the company’s 94-year history to motorists through a nostalgic lens, drawing from familiar life moments and timeless cues highlighting the trips, memories and milestones experienced in America’s modern history.
The campaign launches as Americans prepare for summer travel — a natural inflection point for automobile maintenance needs. Advance stated that authenticity is the engine of the “Good Parts” campaign, which was shot at eight locations in four cities and includes real motorists.
Advance will air general market and Spanish-language versions of the video across multiple social media platforms, including Meta, TikTok and Reddit, as well as on YouTube and connected TV, display and search advertising, and audio platforms, including Spotify and Pandora.
“Good Parts” will also greet customers who visit Advance’s more than 4,000 stores across America with nostalgia-inspired exterior signage, in-store signage and point-of-sale materials.
And on May 31, Advance will display “Good Parts” creative in a full paint scheme on the Team Penske No. 12 Ford Mustang Dark Horse piloted by NASCAR Cup Series Champion Ryan Blaney in the Cracker Barrel 400 at Nashville Superspeedway.
As part of the new brand campaign, Advance is introducing a new jingle that translates the company’s commitment to getting customers to the good parts into an auditory signature reflecting three core brand pillars: ease, confidence and forward momentum. The jingle is part of the 60-second video and will air across all media channels and digital touchpoints.
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