DETROIT — As part of the recently launched “Real Car Guys Know” campaign, ACDelco is introducing two new television spots that will begin airing in June. The spots, called “Real Car Guys” and “Fantasy Camp” take a humorous look at what it’s like to be a real car guy. They will appear nationally on 2004 motorsports programming.
“’Real Car Guys Know’ works on many levels,” said John Zamzow, ACDelco advertising manager. “It refers to the expertise of the people who work at ACDelco, the do-it-yourself hobby mechanics and motorsports professionals, as well as the technicians who install the parts. Real Car Guys are the authorities, so you can trust the brand that they trust.”
ACDelco launched the new advertising campaign in April during National Car Care Month with radio, print and Internet components. The campaign’s theme is “Real Car Guys Know,” driving home the message that ACDelco, with over 100 years experience, is a leading aftermarket expert, trusted among professional technicians, motorsports and car enthusiasts alike.
“We all know how passionate Real Car Guys are about maintaining their vehicles the right way,” said Cindy Sikorski, executive vice president and creative director for Campbell-Ewald, ACDelco’s agency of record. “These spots capture that passion, conveying it in a humorous and relevant way to anyone in the market for parts.”
The first spot, “Real Car Guys” will first air on June 26 on the NASCAR Busch Series Race on FX. The spot features ACDelco technicians who love their jobs so much that some car-related quirks have crept into their daily lives. A technician sleeps on a creeper under his bed. Another opens a new can of coffee with an oil-can spout. The message is: “Real Car Guys do things their own way. Like always using ACDelco parts.”
The second spot, “Fantasy Camp” is a tongue-in-cheek look at Real Car Guys as they participate in the ACDelco Pit Crew Fantasy Camp. As the recruits struggle through various tasks, it is obvious that no amount of enthusiasm will lead them to pit crew fame. The announcer concludes: “Not all Real Car Guys have what it takes to work in the pits. But at least they have one thing in common. They choose ACDelco when they want to do the job right.”
The spot is scheduled to begin airing July 24, during the NASCAR Busch Series race on TNT. The entire brand campaign leverages ACDelco’s easily recognizable red, white and blue brand colors and has a tone of voice that reflects the expert attitude and reaffirms ACDelco as the best choice for automotive aftermarket products and services.
This campaign was designed around the strategic message of “Those who know go with ACDelco” – the experts who know, are the endorsers of ACDelco; and those who don’t know trust the experts.
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