HELPFUL REFERENCE VIDEOS FOR INSPIRATION/TONE:
Most drivers already know that Advance Auto Parts is the place to go when shopping for auto parts, but they might not realize that Advance stores also provide a wide range of free services, like wiper blade installation or engine code scanning, where team members will help you diagnose an issue or install a product purchased in-store, so you can quickly get back on the road. Advance Auto Parts is also an incredible resource for do-it-yourselfers, looking to take on their own vehicle maintenance and upkeep. With all that in mind, the Advance team now wants to collection of live-action TikTok videos about those services and other customer in-store experiences for their social channels. Advance is open to having several creators work on these social videos, though they are also open to a single creator creating all seven videos, so your pitch should include your approach to all seven videos.
The goal of this project is to create seven different live-action, organic TikTok videos, each roughly :15, that will showcase the range of free services offered nationwide, as well as the overall customer experience that Advance Auto Parts brings. Five of the videos that they need will revolve around different free store services. These are simple services that are designed to help customers get back on the road, so each video and its messaging should be fairly straightforward, explaining the availability and the ease of accessing each service. The remaining two videos should highlight returning customer experiences, convenience, value, and the overall satisfaction you get in shopping at an Advance Auto Parts store. These experiences can range from receiving helpful tips or deals from a team member, or receiving free services as a bonus on their initial purchase, and you might even consider a Get Ready With Me-style video where someone visits the store for a specific part or tool, etc. Ultimately, there are a lot of different topics to cover here and Advance wants a diverse range of creative approaches, so working with multiple creators helps get them variety. That said, if you're one team and you prove that you can delivery on that variety, it really is possible for you to produce all of the video content here.
Critically, these videos will need to feature stores and products in some way and they should be all about the customer. That means that the Advance team is primarily looking for organic and authentic customer-centric videos that feel as if someone is posting to their own social channels, but that happen to mention the benefits or advantages of having Advance Auto Parts be a part of their lifestyle. It's important that customers know Advance Auto Parts is committed to helping them stretch their dollar without sacrificing quality or service so we should look to potentially highlight their competitive pricing, special deals, and everyday savings.These videos are ultimately brand awareness pieces, sharing tips and information to their viewers and leaving them wanting to find out more about Advance Auto Parts. They're not looking for overly "commercial" executions, or a step-by-step guide of how these Free Services work, and the brand does not want these to feel like generic, obvious advertisements that are pushing Advance Auto Parts as a brand too heavily. These videos do not need to be elaborate either, they could be as simple as someone sitting in their car, recording themselves talking about free services. You can even play into humor like some of their past TikToks, or you could find ways to subtly integrate the brand and perks into content like recent T-Mobile social videos have done. To see more fitting examples or stylistic directions you can take these videos, check out the Background.
In terms of format and execution, Advance is primarily looking for live-action concepts, though they are open to some animation, motion graphics, and even stop motion, as long as concepts do not come across as too youthful or distract from the topic. Knowing that the brand is looking for particularly savvy social content, "live-action" can include selfie-style, POV, greenscreen, or even green-screen formats that blend some live action with other visuals. This can be lo-fi smartphone-shot content, or they can be more polished and professional as long as the core focus remains the Free Services. Vehicles and team members do not need to be present on screen, but they can be included if it helps support your overall concepts.
Videos should feel like they take place at an Advance Auto Parts store. Advance will work with you to source an approved location. A store location near you may be provided for one day of filming, but we are also open to seeing approaches that present alternative options, so consider how you might use another location, with some production design, to create something that looks like an actual Advance Auto Parts storefront, interior, or exterior. All AAP stores are located in the US, and while we are open to international pitches, there will be no additional budget available for travel. To find a location near you, use their store locator to help determine the best possible location option. Advance will have to approve the location during pre-production and can arrange for you to use the store for production.
In terms of casting, talent should also be diverse and fitting to an older Gen-Z or younger millennial, while being believable as someone who would would on their own car. If your approach does include a customer or Advance team member on camera, they'll need to be talent that you cast. Any actor that you cast as an Advance team member does not need to be a mechanic by any means, but if providing any kind of service, they'll need to be familiar with properly performing the service. Advance will provide information about the general procedures that should be followed when performing each service on camera, and they will provide thorough safety guidelines. Any team members will be required to wear the Advance team member shirt and a nametag, which Advance will also provide, but your budget must include the team member's pants, shoes, and belt, as well as wardrobe for anyone else shown in the videos. Open to using the same talent across multiple videos per filmmaking team.
We're providing a budget of $3,500 per greenlit video, so depending on how many concepts are greenlit, you can expect a production budget between $3,500 (1 video) and $24,500 (7 videos). For any questions or other project updates, check out the Project Forum.
FOR YOUR PITCH: Your pitch treatment should include at least 5 possible approaches for presenting free services and at least 2 approaches showcasing returning customer experiences, value, convenience, making them feel bespoke while still feeling native to TikTok. Advance Auto Parts will then work with the greenlit filmmakers to hone the creative approaches. Feel free to include links to any existing TikTok videos (they don't have to be your own) that represent the style you'd be aiming for, if applicable as well as relevant past work samples.
DELIVERABLES: At least one :15 Social Videos (9x16), per creator.
EXPECTED TIMELINE: HERE
EXPOSURE: We expect content will be used on the platforms below, but if casting talent, be sure they review our required Talent Release before they're cast, as it is NOT limited to these platforms. You should also review our Music providers in the Project Requirements, as well as the platform best practices.
TARGET AUDIENCE: DIYers and Auto Enthusiasts (Millennials/Gen Z)
TONE/FEEL:
EXECUTIONAL MANDATORIES:
By participating in this project, creators acknowledge that the Sponsor is under no obligation to greenlight a submission. Though most projects do move forward, we'll notify you in the event the Sponsor decides not to fund any submissions via the Project Forum. Regardless of the result, all submissions will be reviewed and evaluated by the Sponsor and project team.
In order to be considered, include the below materials in your submission. For examples of effective pitches, check out this gallery. All Pitches remain private, even after a Pitch is selected, and Tongal strives to have Pitch selections made by the end of the Evaluation period, but additional time may be required by the Sponsor, depending on any number of factors.