Create a suite of video and static assets for Advance Auto Parts, showcasing the exceptional quality and key benefits of five premium automotive brands that have products available for purchase at their store online: Walker, Fel-Pro, National, Moog, and Monroe.
Advance Auto Parts has built a reputation for delivering trustworthy, reliable products that empower both DIY-ers and professional mechanics to tackle any automotive challenge with confidence. As a trusted partner for all things automotive, they are dedicated to keeping drivers on the road with top-notch tools, parts, and resources. Now, their team is expanding this commitment by creating a suite of dynamic content to spotlight five of their most premium, trusted brands: Walker, Fel-Pro, National, Moog, and Monroe. The new content suite will showcase the unique value that each brand brings to the table, helping customers to make informed decisions and underscoring Advance Auto Parts' mission to provide the best parts for every project, big or small.
The goal of this project is to create a robust and unique suite, including two up to :30 videos and accompanying GIFs and static images, to be used primarily on Facebook and Instagram to showcase the five brands: Walker, Fel-Pro, National, Moog, and Monroe which you can read more about in the Background. The videos will feature all five brands, but the static images will be broken down to feature the different brands on their own. Each of these brands offers distinct product lines known for their exceptional quality and performance, catering to a variety of automotive needs, from exhaust systems to seals and gaskets, suspension components, and more. Past campaigns have featured static images with all five logos and general messaging like “the premium parts you trust.” This campaign aims to move beyond that approach with refreshed, engaging visuals and messaging tailored to promote their unique value propositions while driving viewers to shop online at Advance Auto Parts.
The social videos will serve to promote all five brands and their respective products within two distinctly different videos that are eye-catching, captivating and approachable to DIYers and professional mechanics. When creating the product benefits GIFs and images, you will need to create imagery for each brand which can include multiple products within a given image, as long as they are from the same brand. You will also need to make sure that each image or GIF is uniquely different so swapping out the background, changing colors, or swapping out copy from asset to asset won’t be enough here. You should aim to refresh the creative between all assets so viewers will not feel fatigued with the imagery as these images may roll out throughout different times of the year. For the carousel images, they will be looking to post these in groups of five images per brand, with one of the images serving as the front or cover card for each brand, and that cover image will need to feature the main product and drive viewers to the Advance website.
Each brand appeals to different consumer needs, so the messaging must balance highlighting individual product benefits with presenting a unified campaign aesthetic. You can use the provided assets (including lifestyle imagery, product imagery, b-roll, and logos) from Advance to build out your assets, though we also encourage you to create your own custom footage or graphics as well. You should use the provided logo for each brand, though in terms of colors and style, you should focus on the Advance Brand Guidelines and use the brand colors sparingly.
We are also open to seeing live-action, stop-motion, and animation approaches, although Advance is not open to seeing people animated. Any depictions of people should come from previous lifestyle imagery provided or from lifestyle imagery that you capture yourself. Consider ways to blend dynamic motion graphics, lifestyle imagery, energetic editing, and strong messaging about product benefits to engage users across platforms, while not feeling too playful as Advance would like to emphasize the quality and reliability that comes with their products.
To get a sense the style the brand has liked in the past take a look at the references in the Background, and for any questions or other project updates, check out the Project Forum.
DELIVERABLES: There are 44 total assets.
EXPECTED TIMELINE: HERE
RELEVANT ASSETS: 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:
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.
BRAND DESCRIPTIONS AND PRODUCTS
1. Walker: Walker is a leader in exhaust systems and components, offering premium-quality solutions that ensure optimal performance and reduced emissions. Trusted by both professionals and DIY-ers, Walker products provide reliable fit, durability, and efficiency for a quieter, smoother ride.
2. Fel-Pro: Fel-Pro specializes in high-quality gaskets and seals designed for lasting performance and reliability. Their innovative designs and materials are tailored to withstand extreme conditions, making them the go-to choice for automotive repair and maintenance professionals.
3. National: National is a trusted name in wheel-end solutions, known for their dependable bearings and seals. Their products are engineered for superior durability, ensuring smooth operation and long-lasting performance for a wide range of vehicles.
4. Moog: Moog is synonymous with excellence in steering and suspension parts, offering precision-engineered components that enhance vehicle stability, handling, and safety. Preferred by mechanics and drivers alike, Moog parts deliver unmatched reliability and performance.
5. Monroe: Monroe is a pioneer in ride control products, including shock absorbers and struts. Renowned for their innovation and quality, Monroe parts provide superior comfort, handling, and safety, ensuring a smooth ride in any driving condition.
HELPFUL REFERENCE VIDEOS FOR INSPIRATION/TONE:
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.
The most compelling pitch will be greenlit by the Sponsor, and the responsible creator will then receive an email from Tongal producers detailing next steps. All submitters will also receive an automated email notification that a selection has been announced. To ensure you’re receiving project updates, review your email settings to check that you haven’t unsubscribed.
Creators who’ve been selected will receive funding upon completing the Winner Affidavit and the IP Assignment. Payment of the pitch funds is subject to a payment schedule determined by Tongal, typically included with the project timeline.
PRE-PRODUCTION REQUIREMENTS: Prior to the commencement of actual production, creators MUST receive final approval from the Sponsor on the elements below. There may be multiple rounds of feedback until an element is approved.
If you begin production before you have received final approval, you may need to reshoot or reanimate at your own expense.
For convenience, we've provided some helpful templates that you can consider using for pre-production materials, and they can all be accessed here.
BUILDING YOUR TEAM: Looking for help? Post crew and production opportunities connected to Tongal projects on Backlot. Backlot includes search tools to help you find collaborators and crew by role, skill set, location, and more, for productions of any size and type. Tongal also supports inclusivity in all productions, and strongly encourages you to hire diverse talent for your team. To find additional options for staff & crew in your area, check out these resources and partners.
REVISION REQUIREMENTS & RESOURCES: Once Content has been submitted and the initial Production Phase completed, greenlit creators will enter into Revisions. Creators will perform reasonable edits on their videos according to the Sponsor's feedback. Check out our Filmmaker Resource Portal to access helpful post-production resources like Text-Safe Guides for different platforms, Project File Organization Tutorial, Export Presets, and Captioning services.
MUSIC: If you use music from a library for your content, you MUST use one of Tongal's music providers: Jingle Punks and Universal Production Music. Music from these providers is available to registered Tongal members at no charge solely for their incorporation into submissions to this project, and will not require a Music Release Form. To learn more, click on any of the providers' names above.
If you choose to use original music, you must fill out and submit our Music Release Form. Please ensure your composer reviews and signs this form BEFORE beginning their work.
STOCK FOOTAGE: Tongal has partnered with the stock footage library STORYBLOCKS, which can be used to source video clips, photography, and After Effects templates for your video submission to this project. Video or photo content from Storyblocks is available at no charge, solely for incorporation into submissions on this project, and will not require a separate Release Form. If identifiable people or intellectual property appears in a video clip or photo, you may only utilize assets that are clearly marked “Model released: Yes” or “Property release: Yes” on the clip description pages. You may not use any audio.
If you intend to use Storyblocks, inform your Tongal producer, and an account will be created for you to access the library. Once assets are approved for delivery, you must provide a complete list of all Storyblocks content that you used via our template HERE.
ASSET DELIVERY REQUIREMENTS & RESOURCES: You must also provide all project files, editing sequences and a 1080p .mov master file, using a ProRes, Animation, or Uncompressed Codec in order to submit final payment. You are responsible for any costs associated with the hard drive and shipping. Tongal also reserves the right to request all raw files associated with the project.
To ensure a smoother delivery, please review the Export Presets, Specifications, and Project File Organization Tutorial in our Filmmaker Resource Portal.