NAPA AUTO PARTS
Know How. It’s more than a tag line, it’s a badge of pride. And whether you already possess it, working to earn it, or desiring to have it, NAPA is the place to get it. As GCD on the pitch team and overseeing the day-to-day of the account, I worked closely with a tremendous account group, strategist and client to define the brand playground on which my incredible creative teams could run about freely. Below is only a smattering of the work we did to continually bring “Know How” to life.
My Role: GCD
“Conquer the Job” Writer: Robert Schneider AD: Ryan Dillon
”Longer. Stronger” Writer: Derek Anderson AD: Steven Martin
Just because a car has a few 100,000 miles on its chassis doesn’t mean it’s ready for the scrap heap. After all, with the right parts and a little NAPA Know How, a beater to one person could be a chariot to another. With this idea, we made ads for real cars being sold by real owners. All to shine a bright halogen light on each vehicle’s true, albeit a little rusty and worn, potential.
My Role: GCD Writer: Derek Anderson AD: Matt McNary
One Show Merit | Cannes Shortlist
NAPA loves doing radio. A LOT of radio. Predominately a lot of :30 retail, price-point radio. Always a challenge, but always a lot of fun as demonstrated by these handful of spots we somehow got away with producing.
My Role: GCD/Writer; Additional Writers: Derek Anderson, Matthew Dorsett, Robert Schneider
With more than 40,000 parts available at NAPA, it’s often difficult to know what all is available or even what a part actually does. So to help spread our Know How online, we devised this series for our social channels to educate and entertain our followers.
My Role: GCD/Writer Writer: Matt Stacks AD: Eric Thompson
NASCAR and driver merchandising go hand in Chase Elliott official replica glove. So it only seemed appropriate to give Chase a glimpse at what his future could hold after winning the Nationwide Series behind the wheel of the NAPA #9 car in his first year.
My Role: GCD Writer: Robert Schneider AD: Ryan Dillon
A proud and longtime supporter of the Intrepid Fallen Heroes Fund, NAPA looked to drive awareness and raise money for the organization and their efforts to support veterans dealing with the impact of PTSD and TBI on themselves and their families.
My Role: GCD Writer: Derek Anderson AD: Steven Martin