NAPA Autocare Center: Get Up & Go

After 12 years as the iconic 'know-how' of auto parts, NAPA is repositioning as a leader in mobility, seeking to set itself apart from an increasingly cluttered and transactional auto parts and repairs category. The company is launching a new brand campaign, platform and tagline, 'Get Up & Go,' which propels the nostalgia of NAPA and car culture into the modern day and positions the brand as a literal means to fuel drivers' passions–helping them boldly go, by keeping them moving on the road today and into the future.
Agency: Golin

The shift in strategy for the nearly 100-year-old brand comes as NAPA looks to place priority on the future of its business and how it can best serve emerging consumer demand along with the ongoing evolution of the auto industry. In early 2022, NAPA brought on three new agencies to help fuel this shift: The Variable, as creative and strategic agency; Golin, as its first PR agency; and Merkle, as customer relationship marketing agency. ‘Get Up & Go’ launches a series of spots directed by famed commercial and film talent Alessandro Pacciani, known for his award-winning work on Acura, Porsche, BMW, Mercedes and more. The campaign was produced by LA-based production company JOJX. Original music for the spots were written and produced by up-and-coming Nashville artist/composer Blake Mohler.