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’.
Cummins&Partners creative director Chris Ellis said: “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.”
Repco executive GM Jamie Walton said: “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.