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.”


  • 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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