An unplanned second spot from B-Roll

Objective

Introduce car enthusiasts to a website with the world’s largest supply of auto parts.

Target

Car guys, grease monkeys and wrench heads.

Insight

Although they can fix anything in the garage, online shopping was intimidating to this group.

Strategy

Convince them that easy access to this many car parts would equal car guy heaven.

Execution

Show two stereotypical car guys getting their first look at over one million parts.

Results

Carparts.com received a ton of fan letters, sales skyrocketed and the campaign won cable TV ad of the year.

Radio and print ads, fan emails, award announcement and retail ads for car magazines