Certainty Starts Here
360° Brand Campaign
These videos form the collective origin story for the Certainty Starts Here global brand campaign we developed for GM Genuine Parts and ACDelco. Inspiring years of print, digital, social, site, and retail work, they created a bold, modern, visually compelling new world for two century-old brands. A sharp new spokesperson helped us reenforce the point that true originals endure the longest.
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Powertrain
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Collision
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Original Equipment
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Aftermarket
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Maintenance
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Repair
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Shot alongside the Certainty Starts Here campaign, this one-shot (wink wink) video developed specifically for the auto technician trade pushed B2B automotive marketing further than the norm, and further than GM Genuine Parts and ACDelco had previously gone.
Certainty Starts Here
Social Campaigns
In these and other campaigns, we considered the GM Genuine Parts and ACDelco social channels to represent the brands on a Friday night. Not a Saturday night, mind you, as those get pretty wild and we were still representing a Fortune 500 company. That still left plenty of room for the creative equivalent of meeting the crew for a brew after a long week of adulting.
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Be Certain
360° Brand Campaign
If you ever wondered what the Lunar Rover might have to do with your Earth-bound vehicle, this analogy-filled global campaign was definitely for you. With help from Mobsteel TV host Adam Genei, we went to space and back again to illustrate the inarguably cool engineering behind the automotive parts even avowed car guys and gals might never actually think all that much about.
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Chassis
Oil Filter
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Brake
Wiper
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Be Certain
Native Content
Water bears probably aren't the first species that springs to mind when contemplating spark plugs, and that's just the point. Running in tandem with digital placements, these analogy-rich print executions gave readers new reasons to ponder the science of transportation. And led to a 14 percent increase in water bear Googling* (*not a real statistic).
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Be Certain
Parallax Site Experience
We carried the analogy theme through every B2B and B2C touchpoint, including ACDelco's previously pedestrian product pages. Because would you rather buy any old air conditioning condenser? Or an air conditioning condenser built from aluminum that offers the same protections as the antifouling paint that's kept portions of the Titanic looking much as they did in 1912? Yeah, me too!
Case Study