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.”

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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

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