By Jim Osterman
ATLANTA–A young man dreading getting his driver’s license and a delusional suburban do-it-yourselfer are the vehicles the National Automotive Parts Association (NAPA) is using in a new ad campaign from WestWayne in Atlanta.
NAPA, a leading distributor of automobile aftermarket parts, uses the two comedic television spots to get away from what the agency refers to as the tradition of advertising ‘parts with parts.’
In ‘Classics,’ a teenager on the cusp of turning 16 and getting his driver’s license is anxiety ridden over the fact his father’s 1972 lime-green Gremlin is still running. The teen says he was sure the car would have been gone by the time he hit 16, but every time the ‘leisure suit’ vehicle died, his dad was able to get the right parts from NAPA to keep it running.
The dad even promises if the kid pulls straight A’s he can drive his mom’s car, which turns out to be the Gremlin’s likewise uncool automotive cousin, the Pacer.
The other TV spot, ‘Mr. Fix-It,’ shows a guy in the suburbs who claims to be able to fix anything as his car and home come apart behind him. In his bravado, he asserts he does not need the expert advice NAPA certified technicians offer their customers along with the right parts. As proof of his expertise, he notes he installed his own satellite dish, moments before it breaks loose from the house, taking down the chimney with it. Surveying the damage, he calls out: ‘Honey. Where’s the duct tape?’
The television commercials are running on sports-related programming including SportsCenter on ESPN and Nascar coverage.
Creative credits for the NAPA ad campaign include WestWayne executive creative director Martin Macdonald, associate creative directors Brad Ramsey and Jeff Cole, copywriter David Banta, art director Rodney Westbury, producer Michael LaGattuta and director Jeff Gorman.
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