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ADVANCE auto parts launches new branding campaign


Roanoke, VA . — Advance Auto Parts, Inc., (NYSE: AAP), a leading automotive aftermarket retailer of parts, batteries, accessories and maintenance items, has launched a new branding campaign. The campaign, titled “Keep the Wheels Turning,” launched with new television and radio commercials on February 3. Additional elements of the campaign will include outdoor, print and online media.

“In recent months Advance has worked hard to define what matters most to our customers,” said Darren Jackson, President and Chief Executive Officer. “‘Keep the Wheels Turning’ is about more than just advertising. It is a new brand vision that signals a revitalization of our promise to serve our customers by providing the brand names they want, the best selection of parts, and the most knowledgeable Team Members in the industry to help them get the job done.”

Advance’s new positioning speaks to both DIY and Commercial customers. “Keep the Wheels Turning” tells DIY customers that Advance understands that their vehicles are more than just transportation to them – they are the engines that keep their lives on track – and Advance is the resource that can help them with all of their parts needs and questions. For Commercial customers, the message means that Advance is the partner that will help them build their business – so that they can keep their customers’ wheels turning.

“Our branding position was developed using research and feedback from both our customers and Team Members,” said Elwyn Murray, Executive Vice President. “With this new branding, Advance is redefining how we see ourselves and how our customers see us. Our customers want to know where to go when they need help to keep the wheels turning. We’re telling them that Advance is the place to go for parts, experience and confidence.”

Advance is proud to partner with Dallas-based, The Richards Group on the company’s new brand and creative development.

To learn more about this exciting new campaign, log onto A portion of the new television and radio commercials can be viewed on the Web site.


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