BRAND DESCRIPTIONS AND PRODUCTS
1. Walker: Walker is a leader in exhaust systems and components, offering premium-quality solutions that ensure optimal performance and reduced emissions. Trusted by both professionals and DIY-ers, Walker products provide reliable fit, durability, and efficiency for a quieter, smoother ride.
2. Fel-Pro: Fel-Pro specializes in high-quality gaskets and seals designed for lasting performance and reliability. Their innovative designs and materials are tailored to withstand extreme conditions, making them the go-to choice for automotive repair and maintenance professionals.
3. National: National is a trusted name in wheel-end solutions, known for their dependable bearings and seals. Their products are engineered for superior durability, ensuring smooth operation and long-lasting performance for a wide range of vehicles.
4. Moog: Moog is synonymous with excellence in steering and suspension parts, offering precision-engineered components that enhance vehicle stability, handling, and safety. Preferred by mechanics and drivers alike, Moog parts deliver unmatched reliability and performance.
5. Monroe: Monroe is a pioneer in ride control products, including shock absorbers and struts. Renowned for their innovation and quality, Monroe parts provide superior comfort, handling, and safety, ensuring a smooth ride in any driving condition.
HELPFUL REFERENCE VIDEOS FOR INSPIRATION/TONE:
Advance Auto Parts has built a reputation for delivering trustworthy, reliable products that empower both DIY-ers and professional mechanics to tackle any automotive challenge with confidence. As a trusted partner for all things automotive, they are dedicated to keeping drivers on the road with top-notch tools, parts, and resources. Now, their team is expanding this commitment by creating a suite of dynamic content to spotlight five of their most premium, trusted brands: Walker, Fel-Pro, National, Moog, and Monroe. The new content suite will showcase the unique value that each brand brings to the table, helping customers to make informed decisions and underscoring Advance Auto Parts' mission to provide the best parts for every project, big or small.
The goal of this project is to create a robust and unique suite of mixed content, including two up to :15 videos and roughly 80 static images. While the total number of assets is large, that's partially driven by the fact that we'll need to deliver content in three different aspect ratios, and you'll only be creating about 28 unique pieces of content. This videos and images will be used primarily on Facebook and Instagram to showcase the five brands: Walker, Fel-Pro, National, Moog, and Monroe, and you can read more about the brands in the Background. Both videos and four of the static images will feature all five of the brands, but the majority of the other static images will only feature a single brand. Two final static images will also be made specifically for the "Monroe Shocks Week" promotion, where images will need to highlight a promotional event happening between late June and early August.
The social videos will serve to promote all five brands and their respective products within two distinctly different videos that are eye-catching, captivating, and approachable to DIYers and professional mechanics. Past campaigns have featured static images with all five logos and general messaging like “the premium parts you trust.” This campaign aims to move beyond that approach with refreshed, engaging visuals and messaging tailored to promote their unique value propositions while driving viewers to shop online at Advance Auto Parts. When creating the individual product images, you will need to create imagery for each brand on its own, and any one individual image may actually include multiple products from the same brand. You will also need to make sure that each image is unique and distinctive, so merely swapping out the background, changing colors, or swapping out copy from asset to asset won’t be enough here. We are looking for something a little more dynamic than that, while maintaining the overall brand tone and style. We are looking for multiple versions of each brand image, and you should aim to refresh the creative between all assets so viewers will not feel fatigued with the imagery, as these images may roll out throughout different times of the year.
Each of the five brands offers distinct product lines known for their exceptional quality and performance, and they cater to a variety of automotive needs, from exhaust systems to seals and gaskets, suspension components, and more. The important thing to keep in mind is that with these specific products, we are promoting auto parts for under the hood of the car, which is not as easy to promote as other products that might be more visible, and more easily identifiable, like lighting, wipers, etc., so we need to make the content appealing without being too flashy.
In terms of messaging, while you do not need to promote specific copy or sales messages, we are looking for the images to promote the brand and the products that they sell in general. Each brand appeals to different consumer needs, so the messaging must highlight individual product benefits while presenting a unified campaign aesthetic. We can provide more specific products and imagery after the greenlight, but for the purpose of your pitch, you can use the provided assets (including lifestyle imagery, product imagery, b-roll, and logos) from Advance to build out your assets and show your personal style. Though we also encourage you to create your own custom footage or graphics as well. You should use the provided logo for each brand, though in terms of colors and style, you should focus on the Advance Brand Guidelines and use the brand colors sparingly. For the Monroe Shocks Week images, you should include text, product, Monroe brand logo, and the Advanced Auto Parts logo, while potentially incorporating a car image or some kind of seasonal element given the mid-summer timing.
We are also open to seeing live-action, stop-motion, and animation approaches, although Advance is not open to seeing people animated. Any depictions of people should come from previous lifestyle imagery provided or from lifestyle imagery that you capture yourself. Consider ways to blend dynamic motion graphics, lifestyle imagery, energetic editing, and strong messaging about product benefits to engage users across platforms, while not feeling too playful as Advance would like to emphasize the quality and reliability that comes with their products.
To get a sense of the style the brand has liked in the past, take a look at the references in the Background, and for any questions or other project updates, check out the Project Forum.
DELIVERABLES: There are 84 total assets.
EXPECTED TIMELINE: HERE
RELEVANT ASSETS: 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 we CANNOT guarantee that usage is limited to these platforms. You should also review our Music providers in the Project Requirements, as well as the platform best practices.
TARGET AUDIENCE:
TONE/FEEL:
EXECUTIONAL MANDATORIES:
AI USAGE: You may not use AI generated visual or audio assets in your final content. However, for the purposes of your pitch and pre-production materials, you are welcome to use generative AI to create visuals, storyboards, animatics, proofs-of-concept, etc. that might help the Sponsor understand your vision for creating the final content. Additionally, assistive AI tools (e.g. object removal, compositing, color grading, sound mixing, subtitling, etc.) may be used in post-production to supplement your workflow. Please keep record of any AI usage deployed in your submissions in the event that the Sponsor requests AI disclosures. If you have questions about any specific usage or tool, please ask your Tongal producer.
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. Unless specifically requested, there's no need to include a budget with your submission.