Advance Auto Parts Launches ‘Good Parts’ Campaign to Boost Customer Engagement

Event summary

  • Advance Auto Parts launched the ‘Good Parts’ brand campaign on May 26, 2026, celebrating customers’ life moments and milestones.
  • The campaign includes a 60-second video, nostalgia-inspired signage in over 4,000 stores, and a new jingle reflecting ease, confidence, and forward momentum.
  • The campaign will air across multiple platforms, including Meta, TikTok, Reddit, YouTube, connected TV, display and search advertising, and audio platforms like Spotify and Pandora.
  • On May 31, 2026, the ‘Good Parts’ creative will be displayed on the Team Penske No. 12 Ford Mustang Dark Horse in the Cracker Barrel 400 at Nashville Superspeedway.
  • The campaign aligns with the celebration of America’s 250th birthday and targets summer travel season.

The big picture

Advance Auto Parts’ ‘Good Parts’ campaign is a strategic move to strengthen customer connections during a peak travel season. The campaign leverages emotional storytelling and multi-platform advertising to reinforce the company’s commitment to helping customers get back on the road quickly. This initiative aligns with broader industry trends of personalized marketing and the increasing importance of digital and social media channels in reaching consumers.

What we're watching

Campaign Effectiveness
How the ‘Good Parts’ campaign will impact customer engagement and sales during the summer travel season.
Brand Perception
Whether the nostalgic and emotional approach of the campaign will resonate with both professional installers and DIY customers.
Market Differentiation
The pace at which Advance Auto Parts can differentiate itself from competitors through this brand campaign.