Advance Auto Parts Introduces New 'Good Parts' Brand Campaign, Celebrating Customers' Life Moments, Miles and Milestones
Multi-channel campaign uses nostalgia, features real motorists to emotionally connect with Americans
Advance Auto Parts, Inc. (NYSE:AAP), a leading automotive aftermarket parts provider in North America that serves both professional installers and do-it-yourself customers, today introduced "Good Parts," a new brand campaign that heroes and humanizes the qualities of American motorists and Advance's commitment to get them where they want to be – the good parts of their lives.
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Advance Auto Parts introduced "Good Parts," a new brand campaign that heroes and humanizes the qualities of American motorists and Advance's commitment to get them where they want to be – the good parts of their lives.
The new campaign aligns with the celebration of America's 250th birthday. Advance's "Good Parts" campaign is anchored by a 60-second video that emotionally connects the company's 94-year history to motorists through a nostalgic lens, drawing from familiar life moments and timeless cues highlighting the trips, memories and milestones experienced in America's modern history.
"Good Parts is a return to our roots and focuses on what matters most in our business: helping people get back on the road quickly and back to their lives," said Bruce Starnes, Chief Merchandising Officer at Advance Auto Parts. "America is a country built on movement and Advance has been around almost as long as Americans have been driving. We're proud of our legacy of helping millions of people advance to what matters most to them."
The campaign launches as Americans prepare for summer travel – a natural inflection point for automobile maintenance needs. Authenticity is the engine of the "Good Parts" campaign, which was shot at eight locations in four cities and includes real motorists.
Advance will air general market and Spanish-language versions of the "Good Parts" video across multiple social media platforms, including Meta, TikTok and Reddit, as well as on YouTube and connected TV, display and search advertising, and audio platforms, including Spotify and Pandora.
"Good Parts" will also greet customers who visit Advance's more than 4,000 stores across America with nostalgia-inspired exterior signage, in-store signage and point-of-sale materials.
And on May 31, Advance will display "Good Parts" creative in a full paint scheme on the Team Penske No. 12 Ford Mustang Dark Horse piloted by NASCAR Cup Series Champion Ryan Blaney in the Cracker Barrel 400 at Nashville Superspeedway.
As part of the new brand campaign, Advance is introducing a new jingle that translates the company's commitment to getting customers to the good parts into an auditory signature reflecting three core brand pillars: ease, confidence and forward momentum. The jingle is part of the 60-second video and will air across all media channels and digital touchpoints.
About Advance Auto Parts
Advance Auto Parts, Inc. is a leading automotive aftermarket parts provider that serves both professional installer and do-it-yourself customers. As of April 25, 2026, Advance operated 4,308 stores primarily within the United States, with additional locations in Canada, Puerto Rico and the U.S. Virgin Islands. The Company also served 797 independently owned Carquest branded stores across these locations in addition to Mexico and various Caribbean islands. Additional information about Advance, including employment opportunities, customer services, and online shopping for parts, accessories and other offerings can be found at www.AdvanceAutoParts.com.
View source version on businesswire.com: https://www.businesswire.com/news/home/20260526945751/en/
Media Contacts
Nicole Ducouer
t: 304-685-2393
e: nicole.ducouer@advance-auto.com
Rich Ellis
t: 540-588-1258
e: rich.ellis@advance-auto.com