Advance Auto Parts

speak the language

Advance Auto Parts was all about talking to the hardcore, baptized in engine oil fixer, while at the same time, talking to someone with, shall we say, softer hands. Non-experts (like yours truly). We found the common ground in tone and humor and applied it everywhere, including the radio, social, and emails.

Worked on this with Dave Bullen, Curtis Peterschmidt, and Calvin Labrie.