This represents a 70% increase on last year's spend. The first 30-second execution, which breaks next week, has a cast of tracksuit-clad chimps, who play with products such as audio, car accessories and cycles.
The endline is 'With our deals you pay peanuts, so we thought we'd give you monkeys'.
A further three bursts will continue until the end of the year. Creative is by Abbott Mead Vickers BBDO, with media bought by OMD UK.
Separately, Halfords is not replacing marketing and merchandise director David Clayton-Smith, who last month left the firm unexpectedly. Commercial manager Lynn Hayzelden becomes marketing general manager and will oversee the campaign.
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