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Advance Auto Parts

Agency:     mono, Minneapolis

Copywriter:    Chris Yocum

Creative Direction:     Dave Bullen & Tony Buckland



In 2014, mono partnered with retailer Advance Auto Parts to reintroduce its brand to the heavy DIYer. After creating a grittier, more soulful brand voice that welcomed men back to the garage, it was the agencies' task to help AAP's internal marketing and design teams become ambassadors.

My partner and I were tasked with creating a glove box-sized user manual on how to talk to guys who would rather be getting their hands dirty than listening to an advertisement.