Bapcor launches new campaign via creative agency AJF

Asia Pacific’s provider of vehicle parts, accessories, equipment, service and solutions, Bapcor will launch its latest campaign, ‘The unseen parts of every Australian journey’ this weekend.

Coinciding with the opening of the Tokyo Olympic Games, it’s the first campaign created by AJF for Bapcor since its appointment as creative services agency last month.

Bapcor launches new campaign via AJF

Highlighting the important role that Bapcor brands play in the lives of every Australian, the campaign takes viewers on a journey through the lens of the parts, products and services offered by Bapcor brands, including Burson Autoparts, Autobarn, Autopro, Midas, WANO and Truckline.

Bapcor GM brand management, Frances Palmer said: “As Australia’s leading provider of automotive parts, accessories, equipment and services, we wanted to demonstrate that Bapcor is a critical part of every great journey right across Australia, from the suburbs to the bush, from the top end to down south.

“With the launch of this campaign taking place during the Tokyo Olympics, we are excited to share the enthusiasm and passion for the quintessential Aussie road trip that all our customers share.”

AJF creative director, Andy Jones added: “Over the years almost everyone in Australia has used one of Bapcor’s brands or services, parts or products but they just may not have realised it. It was a key insight we discovered together.

“Working alongside the Bapcor team, it was a really fun job bringing the brand to life and showing the expansive nature of an Australian-owned and operated brand with over 1,000 locations and over 5,000 staff.”

The campaign launches this weekend during the Olympic Games across Seven’s Olympic and Paralympic programming, supported by digital and outdoor.


Client: Bapcor
CEO: Darryl Abotomey
CFO: Noel Meehan
GM Brand Management: Frances Palmer

Creative: AJF
Executive Creative Director and Founder: Adam Francis
Executive Creative Director and Founder: Andrew Foote
Creative Director: Andy Jones
National Head of Broadcast and Content: Roz Ruwhiu
Client Partner: Bryce Coombe
Senior Account Manager: Nina Roslan
Strategist: Andrea Nelson
Senior Integrated Manager: Paul DavisFilm Production: First Floor Films
Director: Justin McMillan
Producer: Ian Kenny
DOP: Earle Dresner
Sound and Music Composer: Dave Gaylard
Editor: Digby HoganMedia: Hatched
Founder and Owner: Jack Byrne
Business Director: Renee Toone


Get the latest media and marketing industry news (and views) direct to your inbox.

Sign up to the free Mumbrella newsletter now.



Sign up to our free daily update to get the latest in media and marketing.