Third Time's a Charm as Limbo Films and Fahlgren Team Again for NAPA, Recent Winner of Three Bronze Telly Awards Produces Two More National Spots

Limbo Films’ latest campaign, “Signs” directed by Gary Nolton features two new spots produced for Fahlgren Advertising’s client NAPA AutoCare Center. Both spots deliver strong messages using creative mediums that literally “speak” to the imperatives of responsible auto care maintenance, and remind viewers not to put-off today that which could make for more serious problems down the proverbial road.

Portland, OR, May 17, 2008 --( Today, Limbo Films, a Portland, Ore.-based film production company, announced two new spots filmed for 80-year-old automotive industry giant NAPA AutoCare Center, headquartered in Atlanta, Georgia. The campaign entitled, “Signs,” was created by Columbus, Ohio-based Fahlgren Advertising, and features two national spots, “In Car” and “Out of Car” that will run for two years. One is live; the second will air June 7, 2008 on Fox MLB.

Both spots use clever billboards, automotive signage and not-so-subliminal props featuring prophetic warnings to remind viewers of the value in preemptive auto maintenance. Messages along the highway – such as “Breakdown, 348 miles” – that a mother reads while driving with her young daughter in the backseat are effective and touching, as they hit upon parental responsibility.

“Ideal weather, low production costs, and shooting along nondescript highways made Austin the perfect location for filming”, said Limbo Director Gary Nolton of the three-day shoot. “The idea is to convey that this could be anywhere in America.” Nolton was able to get permission to design and erect actual billboards, thus creating the shadows, movement and texture he felt to be critical to the authenticity of each commercial.

As NAPA’s agency-of-record for 26 years, Fahlgren has played an integral role in protecting NAPA’s brand value, quality position and margins through highly creative, innovative media strategies, national promotions and experiential marketing initiatives.

“Gary is great to work with because, first and foremost, he’s an artist. He completely understands the process and the complexities of shooting a commercial, not only from his point-of-view, but from the agency’s and the client’s as well”, said Fahlgren Senior Vice President, Creative Director, John Kirk. “I have complete confidence that when I hire Gary, I’m going to walk away with some great spots and a happy client”.

Talent for the ads was supplied by Austin-based casting director Toni Brock. Brock collaborated with director Paul Thomas Anderson while casting for the film “There Will be Blood” in 2007. Chris Ballew, lead singer for rock band The Presidents of The United States, and prolific commercial music writer, created the slightly quirky soundtrack backing both spots.

The release of the new NAPA AutoCare work comes on the heels of three Bronze Telly Award wins for Limbo Films. The Suburban Auto Group “Trunk Monkey” and Brondes Ford “Rico” campaigns, both for Portland agency R/West, and the “Earn It” New Orleans Saints campaign for New Orleans-based Peter A. Mayer Advertising all took home the prize.

About Limbo Films
Limbo Films is a production company based in Portland, Oregon that produces high-end television commercials for top advertising agencies and their clients across the United States. Limbo has produced spots for agencies such as: Borders, Perrin, & Norrander, Cole & Weber, Dentsu/Tokyo, DDB, Fahlgren & Associates, Element79/Chicago, EURO-RSCG/NY, GSD&M/Austin, Rodgers-Townsend/St.Louis, Rubin Postaer, and Wieden & Kennedy. Their award-winning production expertise is evident in projects for Adidas, Aflac, CamelBak, Coca-Cola, Dunlop Golf, Honda, Leatherman Tools, McDonald's, Nike, Nokia, Outdoor Life Network, Papa Murphy's, Precept Golf, Purina, SBC, Time Warner, and many others. More information and directors’ reels are available online at

Limbo Films
Karamy Muessig