The high-street car and bicycle specialist has also ended its relationship with its media buying agency, OMD UK, in favour of Walker Media.
AMV had handled the creative business for six years. M&C Saatchi will take up the appointment as the lead agency from May.
Ian McLeod, the Halfords trading director, said: "Halfords' partnership with AMV has spanned six years and produced positive results. We wish them and OMD the very best for the future.
"We now look forward to working with M&C Saatchi and Walker Media on delivery of a new direction in the communication of the Halfords brand."
In May, Halfords launched a £2.7 million TV ad campaign featuring chimpanzees.
The first 30-second execution had a cast of chimps dressed in tracksuits, playing with car accessories and tyres.
It carried the endline: "With our deals you pay peanuts, so we thought we'd give you monkeys."
The ad came under fire from the Captive Animals' Protection Society, which claimed it exploited the animals and sought to ridicule them.
Halfords said it would not use chimps in future ads despite the Independent Television Commission rejecting 126 complaints.
Halfords is the UK's number-one retailer of car parts, car accessories, bicycles and bicycle accessories with more than 400 stores nationwide and 12,000 product lines.