Repco launches new ‘It starts with the parts’ brand campaign via Cummins&Partners
Australia and New Zealand’s most iconic auto parts chain, Repco, is set to launch a new campaign via Cummins&Partners bringing the retailer back to TV screens with brand work after a long hiatus. The campaign represents the first work under a new platform: ‘It starts with the parts’.
Says Chris Ellis, creative director, Cummins&Partners: “The strength of Repco is the passion and knowledge of their staff. These straight-talking characters know their stuff, no question is left unanswered. Cars and parts are a part of who they are – it’s second nature. This felt like the right place to start. And we reckon car lovers and punters will love the result.”
Says Jamie Walton, executive general manager, Repco: “We have around 4500 experienced staff across over 400 stores. Their expertise is the backbone of our business. This campaign
demonstrates our passion with a level of warmth and wit that we think is accurate for the brand. In doing so, we’re inviting people to put us to the test.”
The campaign rolls out with the first of four TV commercials directed by Damien Toogood at AIRBAG, followed by social, digital, POS and catalogue.
Client: Repco Australia and New Zealand
EGM Merchandise & Marketing ANZ: Jamie Walton
GM Marketing ANZ: Diana Di Cecco
Agency: Cummins&Partners
Creative Director: Chris Ellis
Senior Art Director: Aaron Lipson
Writer: JJ Cummins
Creatives: Cam McMillan, Chay O’Rourke
Producer: Karley Cameron
Group Account Director: Rodney Mooseek
Account Director: Hayley Sparshott
Strategist: James Bennett
Digital Creative Director: Luke Wallis
Social media creative: Elijah Swart
Production: AIRBAG
Managing Partner: Adrian Bosich
Head of Production/EP: Martin Box
Director/D.o.P: Damien Toogood
Line Producer: Martin Box
Offline Editor: Michael Houlahan
Grade & Online: ALTvfx
Sound: Nylon Studios
Sound Engineer: Paul Le Couteur
Producer: Ceri Davies
29 Comments
I like these.
Very good.
A good way of saying ‘we know our shit’.
Nice.
Simple and funny.
What a great little campaign.
Great work. Hope it extends beyond initial campaign. Could be iconic.
Nice, flexible and no bullshit platform. Great job guys
No no no no no, surely this many people can’t think that this is great work?! It’s ok at best. I feel like I’m taking crazy pills!
https://www.youtube.com/watch?v=ilcRS5eUpwk
Yes, I do like it.
Well done guys. These work
Neat campaign. The basics done well. We’ve lost a bit of that in 360-degree video, 3D-printed adland.
…but a lot better, with better storytelling, talent and direction:
https://www.youtube.com/watch?v=Fbvj1yhNgbE
That’s a lot of people earnestly wanting to say nothing but good things about a little campaign shortly after publication.
Nice one Bants!
Nicely cast, sharply written executed, and I laughed. Good 15’s are hard. What’s not to love? ps@wow. No more unusual than people with nothing but criticisms so soon after publication…
But they’re not good.
yawn.
Well written comedy. Underplayed, not overcooked. For mine, they’re great little 15 second spots with a clear premise. Hard to argue otherwise.
Nice
Hey Cummins, I think your Effusive-praise Comment Bot is on an overly enthusiastic setting. Might want to turn it down a few notches.
Quite funny yeah.
I do think this is a bad case of Ad land casting themselves in ads though.
Occasionally the industry produces a few gems.
These are they.
And they should be applauded.
I’m not a Cummins person.
Yes you are
tanned guy 😍
The ad with the guy sniffing a substance is a bad idea. He could just look at it instead. I think it’s a bit irresponsible.
Petrol Sniffing??? This is pretty terrible and worrying…
What’s that song playing at the end of the 2018 ad????
Can anyone tell me the name and artist of the song at the end? Its killing me…
The music is: The J. Geils Band – Freeze-Frame