America’s Battery & Brakes Destination

In 2019, AutoZone needed to change gears in order to reach mass-market consumers. In response, the team at Havas was charged with shifting the brand’s image from “home of the cash-strapped mechanic” to an oasis for drivers in need. We swapped out industry-standard machismo for patience and kindness – using cleverness to create empathy in unexpected places.

America’s No. 1 Battery Destination and No. 1 Brakes Destination campaigns ran concurrently on Television, OLV, Social and Outdoor. The message was clear, the store professional and DIY mechanics turned to most was also the store for anyone who needed help with their car. From just a cable to expert advice, tools and free diagnostics – with over 6,000 AutoZone stores across the country, you’re never alone.