Pep Boys

Problem: Everyone knows Pep Boys, but not everyone trusts them. Pep Boys wanted a fresh campaign to show they are an evolving automotive shop with a strong past of being there for you when your car needed it most.

Solution: Create a "Fourth Pep Boy" embodied by the Pep Boy employees. They work so hard they deserve to be the new, trusted face of Pep Boys. Not only that, but also incorporate history-based messaging to show this is a family company with the consumer in mind at all times.

Spec work - not produced.