Let’s face it: Competition is fierce in the automotive aftermarket.
In major metropolitan areas, it’s not uncommon to see an AutoZone across the street from an O’Reilly Auto Parts that’s next door to an Advance Auto Parts or NAPA Auto Parts store (or some combination of these four chains in close proximity to each other).
The Big Four retailers spend large sums of money trying to differentiate themselves through marketing – and they’re pretty darn good at it. Anyone who has listened to a baseball game on the radio likely has at least three jingles committed to memory:
- “O-O-O-O-Reilly!”
- “NAPA Know How”
- “Get in the Zone – AutoZone!”
Advance might not have an indelible jingle (yet), but the retailer hit a home run with its “DieHard Is Back” mini-movie/commercial, which aired Oct. 18, 2020, during a FOX NFL telecast.
Recently, I stumbled upon an absolute gem of a commercial on YouTube. Posted in 2011, it’s a 30-second spot for NAPA, featuring an expressive counter pro who knows what he’s good at – and what he isn’t good at. You can watch it here:
My favorite aspect of the commercial is the counter pro’s facial expressions – he really sells it. And the customer goes from lying on a hospital gurney to grooving in the store in a heartbeat.
If you have a favorite parts-related TV commercial or marketing campaign, let us know at [email protected].
