Big A On Nascar Circuit

Hadeler Sullivan & Law here has broken the first new television campaign in three years for $4-5 million client Big A Auto Parts. The series of commercials will air exclusively during automotive telecasts.
The humorous ads, which tout Big A Auto Parts products and services, incorporate Nascar driver John Andretti as the 2,000-store chain’s spokesman. Andretti appears in all three 15-second spots as his real-life alter ego: a Big A Auto Parts store owner.
The long-running tagline remains: “America’s parts pros.”
The national ads tout Big A’s service, parts knowledge and quality, with Andretti–nephew of automotive racing legend Mario Andretti–himself serving a customer who ends the spots with his satisfactory response: “That’ll work.”
The broadcast media schedule was set to begin with yesterday’s Nascar Texas 500 race broadcast on CBS. The commercials will also appear on auto-related programming on the TNN, ESPN, Fox Sports, Speedvision and Classic Sports networks, according to account team director Tracy Gray.
HS&L completed its first campaign for Big A Auto Parts in late 1995 with commercials that played on a wider spectrum of sports programming, including National Football League games. In 1997, those same spots were tweaked for Nascar broadcasts featuring the Big A Busch Grand National racing team. Andretti, driver of the Big A car, has had a long association with the client.
The spots will be made available to franchise owners to fill with specific product pitches.