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Pep Boys Video Campaign Highlights Family Bonds Built Through Car Care

The new videos, which launched on multiple social channels, tell the stories of two Pep Boys fathers who have used car-care lessons to help prepare their daughters for other future responsibilities.

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Pep Boys is celebrating Father’s Day with a new video series that celebrates the tradition of fathers teaching their children about the responsibility of car ownership.

The new videos, which launched on multiple social channels, tell the stories of two Pep Boys fathers who have used car-care lessons to help prepare their daughters for other future responsibilities.

“Those moments where I get to spend that extra time with her … I wouldn’t trade that for the world,” explains Carlo DiCarlantonio, a Pep Boys area director in Philadelphia.

DiCarlantonio sets aside time every Sunday to wash his car with the assistance of his 8-year-old daughter, Giada. Teaching Giada the importance of car maintenance is a lesson that ultimately will extend to “anything in life that she takes hold of,” he explains.

Ed Thomas, service manager for a Pep Boys location in Lancaster, Pa., is currently teaching his daughter, Haley, to operate a manual transmission. Both father and daughter speak of the importance of these precious hours together, and she marvels at her father’s kindness and – above all – patience as she learns a skill that will follow her throughout her life.

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A third video features Ed Thomas at work. He equates his responsibility as a father to his role as a leader of talented young Pep Boys team members. “It’s kind of the same idea (with his employees),” he says. “They have to do well after I leave.”

“Owning and learning how to care for a car are huge responsibilities and important achievements,” said Laura Soave, executive vice president of marketing and merchandising for Pep Boys. “Our Father’s Day campaign celebrates the role of millions of fathers throughout the years who have helped their children grow up to make safe, smart decisions about their cars and in other important areas of their lives.”

Pep Boys is part of the Icahn Automotive Group, which has more than 2,000 service, parts and tire centers across the country.

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