PRODUCTS TO BE FEATURED:
Advance Auto Parts is dedicated to keeping you on the road with everything you need to tackle any automotive challenge, and their team is looking to create a suite of videos showcasing some of their favorite products on their websites and YouTube channel. These videos will serve as a quick and accessible overview on the right types of products to look for depending on their automotive project. When it comes to having the right tools to keep you safe and prepared while driving, Advance has you covered!
The goal of this project then is to create three different live-action YouTube videos – each up to 1 minute – as part of a suite that will showcase a range of common products available at Advance Auto Parts nationwide. The three videos will feature motor oils, DieHard Tools, and DieHard Jacks, with a talent-driven demonstration of product usage and an explanation of key benefits. Stylistically, Advance is looking to replicate the professional, direct, and clear approach that you find in something like their recent Free Services videos, with the talent talking directly to camera in a welcoming tone. These previous videos included multiple talent, vehicles, and setups so while we are looking for a similar tone and visual style, you can reasonably have the setups and execution be simplified and straightforward. Automotive care can be overwhelming, so the Advance team would like to create each video to feel like a personal interaction that’s as friendly as it is informative. The visuals should feel modern and crisp while ensuring that the products are the main characters of the videos and the edit should be upbeat, energetic, and may even feature simple graphics or transitions to captivate the audience.
You can see a list of all products that will be featured in the Background. Advance will provide the actual products for each video, but you will need to handle the messaging and any visuals that might be used to explain the products or their usage. Generally, messaging should be fairly straightforward, addressing the process and the ease of use associated with each product. 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. One important call out for this project is that product branding and packaging can often change, so the Advance team is looking for a clever approach to showing products that could allow packaging or labeling to changed out later. Consider how you might feature the packaging shots on their own, away from any other products and talent, with simple backgrounds and VO, so that way the Advance team could swap in a shot with new packaging in the future, if they needed to. Once the products are out of their packaging, they can be featured in use and with talent.
All videos must take place at an Advance Auto Parts storefront, and a store location near you will be provided for one day of filming. 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.
For talent, you'll need to cast someone to appear as an Advance team member, and you should consider whether someone might also appear as a customer. The talent portraying an Advance team member does not need to be an actual mechanic, but they should preferably be someone with knowledge about car maintenance, and feel comfortable performing the functions of the products featured. Generally speaking, talent should also be diverse. The Advance team member will be required to wear the Advance team member shirt and a nametag, which Advance will provide, but your budget must include the team member's pants, shoes, and belt, as well as wardrobe for anyone else in the videos.
You should also plan to have Advance approve the vehicles that will be featured in the video to ensure the products can be used with that vehicle, though the vehicle will not need to be shown in its entirety. Beyond that, know that this suite will require cutdowns that can live on Advance's social channels like Instagram and Facebook, and you should consider how you can ensure that each cutdown feels tailor-made for the different platform - rather than being simple reframes.
Check out more information in the Background, and for any questions or other project updates, check out the Project Forum.
DELIVERABLES: There are 12 total video assets.
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:
TONE/FEEL: Confident but approachable, informative yet playful, exciting, trustworthy, and reliable
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.