As Advance Auto Parts prepares to celebrate its 90th “Advanceiversary” this summer, the brand is launching a category first: a brand campaign featuring its No. 1 fan, Ed (Eduardo) Vance, a bilingual voice and brand spokescharacter.
The campaign, created by The Marketing Arm, targets the growing DIY market – those 16-34 year old auto enthusiasts who are seeking a more seamless and approachable auto care solution. These modern DIYers emerged and took hold during the pandemic. They are looking to forge personal connections with a trusted confidante who can assist them in their DIY journey and “do it together.”
In fact, in a retail category primarily seen as a sea of sameness, Ed Vance will help Advance stand out by drawing a quick connection to the Advance brand. Brand messages will be delivered in a non-salesy series of 30, 15, and 6-second video spots in both English and Spanish, along with a social media campaign on Facebook, Instagram, TikTok and Twitter (@EdVance4Advance).
Work will appear on platforms highly relevant to these emerging DIY drivers including Roku, Spotify, Pandora, Twitch and more. Commercials will end with a new custom theme and sonic logo in two languages to drive brand recognition while providing a memorable, hummable tune for DIYers: “This is How We Advance” (English) and “Avanza con Advance” (Spanish).
Click on the links below to view elements from the new Advance Auto Parts “He’s Ed Vance” campaign:
And here’s the Spanish version:
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Harris Wilkinson, Chief Creative Officer at TMA remarked, “Ed Vance is a super fan whose passion for Advance will help everyone see what sets this franchise apart. After all, Advance Team Members are also DIYers.” He added, “Ed is a truly bilingual character, played by a bilingual actor, who can reach English and Spanish-speaking audiences alike.”
The campaign was developed through a collaboration of Advance partners including TMA (creative), dentsu X (Media), Dieste (Hispanic), BBMG (sonic branding) and FleishmanHillard (PR). As
CREDITS:
CLIENT: Advance Auto Parts
AGENCY: TMA (The Marketing Arm)
- Account Management
- Andrew Robinson, CEO
- Trina Roffino, President
- Lori Thelen, SVP, Account
- Shyrl Bagneris, VP Account
- Morgan Bridges, Account Supervisor
- Stephanie Ibanez, Account Supervisor
- Creative
- Harris Wilkinson, Chief Creative Officer
- Leo Santos, SVP Account
- Nick Cernoch, Creative Director
- Mason Viera, Creative Director
- Tim Wood, Creative Director
- Justin Lloyd, Assoc. Creative Director
- Chris Isaiah, Art Director
- Dena Nguyen, Jr. Art Director
- Strategy
- Chris Lee, Vice President
- Niko Pappas, Director
- Lucca Vaselli, Sr. Strategist
- Talent
- Matt Fleming, SVP
- Content Studio/BA
- Diana Schroeder, VP Video Production
- Matt Williams, Sr Producer, Video Production
- Katie Johnson, Director, Business Affairs
- Kelly Lenthe, Sr. Manager, Production
- Meredith Carpenter, Sr. Manager, Production
PRODUCTION COMPANY: Altered
- Director, Patrick Sherman
- Cinematographer, Mischa Lluch
- Art Director, Michelle Bond
- Executive Producer, Marcos Cline-Márquez
- Producer, Gerard Lodico
- Editor, Alejandro Márquez
- Audio Mix, Álvaro Arce, Caleb Sedilla
- Color Timing, Gerardo Martínez
SONIC BRAND: BBMG
- Founder + Executive Music Producer, Joel Beckerman
- Executive Music Producer, Danielle Venne
- Music Co-Producer, Mickey Alexander
- Composer + Music Co-Producer, Wes Hutchinson
- Composer + Music Co-Producer, Chris Rizzo
- Composer + Music Co-Producer: Jackson Shelton
- VP, Group Account Director: Elizabeth Kasper
- Founder + Executive Music Producer, Joel Beckerman
- Executive Music Producer, Danielle Venne
- Music Co-Producer, Mickey Alexander
- Composer + Music Co-Producer, Wes Hutchinson
- Composer + Music Co-Producer, Chris Rizzo
- Composer + Music Co-Producer: Jackson Shelton
- VP, Group Account Director: Elizabeth Kasper
- Senior Project Manager: Zuzu Boisson
MEDIA: dentsu X
- Kristen Baker, Sr Vice President, Planning
- Ben Tilsen, VP Director, Programmatic
- Arlene Duran, Associate Director, Client Services
- Maggie Hatfield, Media Director, Planning
- Valerie Del Toro, Media Director, Social
- Riley Savage, Associate Director, Planning
- Rae Wixom, Associate Director, Programmatic
- Zoie Hashim, Senior Manager, Programmatic
PR: FleishmanHillard
- Jack Farmer, Account Lead
- Cameron Shields, Brand Marketing Strategy
- Kevin Pesta, Creative Director (“Ed Vance” Creator)
- Megan Dolland, Creative Strategy
- Neil Johnson, Executive Creative Director
- Shannon McKee, Brand Activation
- Justin Goldsborough, Media & Platform Innovation
- Stephanie Lopez, Public Relations
- Hilary Hancock, Earned Media
- Hispanic: Dieste
- Tara Westberg, Senior Producer
- Domingo Palma, Creative Director
- Rigoberto Ceballos, Art Director
- Damian Balderrama, Senior Art Director
- Daniel Villanueva, VP Group Account Director
- Amy Cooley, Senior Account Executive
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