Advance Auto Parts was originally founded in 1932 and while a lot has changed in the last 90 years, Advance Auto Parts remains a leading automotive supplier for motorsports fans, DIY mechanics, and car enthusiasts alike. Advance continues to build on its reputation for excellence and integrity while keeping an eye toward the future, which is why they are now looking to develop unexpected and eye-catching video concepts to help promote individual automotive products.

Over the next year, Advance would like to focus on creating live action social video content about the products they sell the most within their main categories; Wipers, oil, brakes, batteries and lighting. The goal is to find ideas that will help break through the noise by promoting products in an authentic, entertaining, and even educational way. They are specifically looking for concepts that can play well on either their YouTube channel or their TikTok channel, but if your concept works for both, that's great - it just shouldn't be your focus. Your concepts should really lean into social-forward trends and formats, and engage the Millennial and Gen Z audience. In terms of demographics, it's especially important that everyone feels comfortable shopping at Advance, whether they've been building cars for ten years, are just starting to drive, or don't even know where the engine's located. Advance Auto Parts is prepared to help everyone with all their auto needs. 

Functionally, your video concepts can involve something meant to promote multiple products at once, or it can share surprising ways to promote individual products. That probably won't impact your creative approach, but either way, make sure it's clear that, to anyone, Advance is the place to go when you are looking for auto parts in general.

Some previous content that has played well for Advance include these videos for simple car tips, humorous and ironic product explainers, and this more traditional How To content, but we are really looking for new out-of-the-box concepts to push products and brand recognition a step further. 

We are definitely looking for unique and avant-garde approaches, or organic social trends, so don’t hold back on the wild creativity. Though you should make sure to share your most original concepts in your submission, here are some potential thought starters:

• a cinematic and dramatic movie trailer that promotes the products
• using the Advance website to build the perfect auto shopping list
• a cross country road-trip to pick up helpful parts at Advance stores along the way.
  
  

Now Advance forward and share your best concepts! For any questions or other project updates, check out the Project Forum.

EXPOSURE:

• Advance Auto Part's YouTube and TikTok
• Please review the platform best practices page.

 

TARGET AUDIENCE:

• Primary target audience: Men, aged 35+
• Car enthusiast Millennials and Gen Z 

 

TONE: Unique, memorable, unconventional, educational, fun

In order to be considered, include the below materials in your submission. 

• CONCEPT (REQUIRED): Tell us your Concept using up to 250 characters. Remember, a concept is not a detailed script - it is a spark of inspiration or distillation of what will happen when your concept is brought to life. As always, concepts should be clever and engaging.
  
  
• HELPFUL REFERENCE LINKS (Optional): Have you seen another idea, video or marketing activation that you think makes for a helpful reference? Feel free to include a link to any existing content that'll be useful when trying to understand your Concept.

1. Creators of selected submissions must provide the standard Tongal W-9, Winner Affidavit, and IP Assignment.
   
   
2. Unless provided otherwise, all work must be your own original creation and free of any copyrighted material. You shall provide detailed information of your work regarding the source, the creator and background information as requested by Tongal.
   
   
3. BY SUBMITTING AN ENTRY, YOUR SUBMISSION IMMEDIATELY BECOMES THE SOLE PROPERTY OF TONGAL OR ITS ASSIGNEES - SEE OFFICIAL RULES FOR MORE DETAILS ABOUT OWNERSHIP OF ENTRIES. YOU MAY NOT PUBLICLY SHARE OR PUBLISH YOUR SUBMISSION IN ANY MANNER AND YOU MAY NOT POST OR UPLOAD YOUR SUBMISSION TO ANY WEBSITE OR HOSTING SITE (INCLUDING, BUT NOT LIMITED TO, FACEBOOK, YOUTUBE OR VIMEO), WITHOUT THE PRIOR EXPRESS WRITTEN CONSENT OF TONGAL. FAILURE TO COMPLY WITH THIS REQUIREMENT MAY RESULT IN DISQUALIFICATION OF YOUR ENTRY IN THE PROJECT.
   
   
4. You may not contact any employees or members of the Sponsor’s organization, their affiliates, or any of their partners. Failure to comply with this requirement may result in disqualification of your entry in the project.
   
   
5. Submissions must not portray Sponsor in a negative way, the determination of which will solely reside with Sponsor, nor can Submissions contain any profanity, offensive language, nudity or otherwise objectionable material, the determination of which is solely at the discretion of Sponsor.
   
   
6. Limit 5 submissions per member.
   
   
7. You must be at least thirteen (13) years or old to enter.
   
   
8. The Sponsor reserves the right to repost the contest at their discretion.
   
   
9. See OFFICIAL RULES for additional contest information, terms and conditions. If there is any conflict or inconsistency between these requirements and the Official Rules, the terms and conditions of these requirements shall prevail.