NAPA Launches New Campaign to Propel Brand into the Future of Auto - Speedway Digest

As the auto industry faces challenging disruptions, NAPA – the pioneer of the automotive aftermarket – is transforming to meet the needs of the drivers of the future with an entirely new brand campaign. It comes at a time when NAPA proudly claims America’s largest network of parts and care with nearly 6,000 NAPA Auto Parts stores and over 17,000 AutoCare Centers.

Premiering this week during its 2022 NAPA EXPO in Las Vegas, the new Get Up & Go campaign embraces the nostalgia of car culture while showcasing drivers’ unique passions on and off the road. This strategic shift signals how NAPA is placing priority on the future of its business and to best serve evolving consumer demand.

The Variable developed the new brand strategy, fully integrated platform and brand campaign, which seeks to unite passionate car lovers and show that the destination is truly just the start. The campaign focuses on two key targets: DIYers who are passionate about every aspect of car ownership, including the fixes, the parts and the tinkering, and those who love their cars and car culture, but prefer to leave the “fixing” to professionals.

“Get Up & Go” launches a series of spots directed by famed commercial and film talent Alessandro Pacciani, known for his award winning work on Acura, Porsche, BMW, Mercedes and more. The campaign was produced by LA-based production company JOJX. Original music for the spots were written and produced by up-and-coming Nashville artist/composer Blake Mohler.

Ads will be running on broadcast, connected TV, digital video, paid social, radio and in print.

Author
Recent Posts

Adam Sinclair

NHRA, IHRA, Motocross and other forms of motorsports Staff writer
About Me: Adam has been a race fan since the first time he went through the tunnel under the Daytona International Speedway almost 30 years ago. He has had the privilege of travelling to races all across the state of Florida (as well as one race in Ohio), watching nearly everything with a motor compete for fame and glory, as well as participating in various racing schools to get the feel of what racecar drivers go through every week. Adam has spent the last three years covering motorsports for Examiner.com., where he had the opportunity to see the racing world from behind the scenes as well as the grandstands. He invites everyone to follow him on Twitter, Facebook, and Google Plus, and looks forward to sharing his enthusiasm for all things racing with the readers of SpeedwayDigest.com.Be sure to tune in for his weekly sports talk program, Thursday Night Thunder, where he discusses the latest in motorsports news with drivers, crew members, and fans. The show takes place every Thursday at 8:00 pm EST on the Speedway Digest Radio Network.