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Come on World

Description: Integrated Brand Campaign
Agency: Havas

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CHallenge:

More mechanics choose Duralast than any other auto parts brand. It’s a position earned through decades of commitment to quality and durability. However, for automotive technicians and DIY mechanics alike, choosing a brand of OEM replacement parts is increasingly driven by convenience and price. My challenge was to demonstrate the real world value of Duralast’s “proven tough” status with authenticity and emotional connection.
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Concept:

Come on World was born from the truth that you don’t get to choose the road life puts in front of you. The best you can do is come prepared. For professional and DIY mechanics, that’s more than good advice. The true test of the parts they install isn’t done at a closed track or a lab – it’s the rain, the snow and the potholes that put every part they install through the gauntlet. Come on World gives viewers a ringside seat to the unseen battle between the elements and the parts that defy the odds daily.

Come on World is an anthem to toughness that matters, because the person coming to the rescue… is you.