Repco showcases staff expertise with new brand platform ‘it starts with the parts’
Automotive parts chain Repco has launched a new brand platform, ‘it starts with the parts’, as the brand aims to showcase the expertise of its employees.
The television commercials feature Repco employees taking the Rorschach test and interpreting different cars, guessing types of oil by smell alone and identifying almost identical car parts by sight.
Created by Cummins & Partners, the campaign will run across TV, social, digital and in catalogues.
Chris Ellis, creative director at Cummins & Partners, said in a statement: “The strength of Repco is the passion and knowledge of their staff. These straight-talking characters know their stuff, no question is left unanswered. Cars and parts are a part of who they are – it’s second nature. This felt like the right place to start. And we reckon car lovers and punters will love the result.”
Jamie Walton, executive general manager at Repco, added: “We have around 4,500 experienced staff across over 400 stores. Their expertise is the backbone of our business.
“This campaign demonstrates our passion with a level of warmth and wit that we think is accurate for the brand. In doing so, we’re inviting people to put us to the test.”
Credits:
- Client: Repco Australia and New Zealand
EGM Merchandise & Marketing ANZ: Jamie Walton
GM Marketing ANZ: Diana Di Cecco - Agency: Cummins&Partners
Creative Director: Chris Ellis
Senior Art Director: Aaron Lipson
Writer: JJ Cummins
Creatives: Cam McMillan, Chay O’Rourke
Producer: Karley Cameron
Group Account Director: Rodney Mooseek
Account Director: Hayley Sparshott
Strategist: James Bennett
Digital Creative Director: Luke Wallis
Social media creative: Elijah Swart - Production: AIRBAG
Managing Partner: Adrian Bosich
Head of Production/EP: Martin Box
Director/D.o.P: Damien Toogood
Line Producer: Martin Box
Offline Editor: Michael Houlahan
Grade & Online: ALTvfx - Sound: Nylon Studios
Sound Engineer: Paul Le Couteur
Producer: Ceri Davies
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nice works. very soild
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The lady picking the oil filters advert is wrong. The Ford Ranger in todays world uses an ELEMENT FILTER and not a spin on can. So both the actors are numb nuts.
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