Cannes Lions

NAPA Old Car

VML, Kansas City / NAPA AUTO PARTS / 2016

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In 2015, Americans bought more new cars than ever. Bad news for NAPA Auto Parts, the leading retailer of replacement parts for used cars. We had to remind America that used cars maintained with NAPA parts can run as well as new cars. And without a huge car payment.

Our idea: parody new-car advertising by creating a stereotypical new-car campaign for three of the most “used” cars we could find already listed for sale on Craigslist.

In “Grandma’s Car,” we open on a stereotypical “night drive.” As everything comes into focus, we see an aging Japanese sedan: one of the most reliable yet forgettable cars on the road. As it drives by, we see the reflection of street lights in the windows and the flicker of door dings in sheet metal. Through the sunroof, we capture the luxury of leather upholstery and aging audio equipment. Exhilarating? No. Practical? Absolutely.

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