AAP, mono Get Back to Basics Before Big Game

By Kiran Aditham 

Rather than fork over $4.5 million for Super Bowl ad time, Advanced Auto Parts decided to go cost-effective and target the audience during the pre-game festivities with its new spot dubbed “That Feeling.”

Created by Minneapolis-based agency mono, the :30 spot quickly focuses on “the car guy” — a dude who, according to the parties involved, is “one who understands the mechanics of a car, but one who truly revels in getting his hands dirty in the process.”


Touting itself as the sole automotive aftermarket company involved in the Super Bowl, AAP forgoes the loud, Denis Leary-type VO and/or patriotic soundtrack in favor of a brief look at a mechanic getting down to the nitty-gritty. The black-and-white motif is a nice touch with this ad, which will also hype AAP’s Speed Perks rewards program before kickoff.

Agency: mono
Producer: JMP/Bill Phelps Photography
Director: Bill Phelps
Music: Singing Serpent
Post Production: Pixel Farm