senckađ
Group745
Group745
Group745
Group745
Group745
Group745
EDITION
Global
USA
UK
AUNZ
CANADA
IRELAND
FRANCE
GERMANY
ASIA
EUROPE
LATAM
MEA
Creative in association withGear Seven
Group745

Meet Ed Vance, Advance Auto Parts’ Superfan and New Bilingual Brand Character

18/07/2022
Consultants
New York, USA
1.4k
Share
Ed will help Advance more closely connect with its target audience of DIYers

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 targets the growing DIY market – those 16-34 year old auto enthusiasts who 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 largely 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).  

The new campaign was developed through a collaboration of Advance partners including TMA (creative), dentsu X (Media), Dieste (Hispanic), BBMG (sonic branding) and FleishmanHillard (PR). As 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.”

Agency / Creative
Credits
Agency / Creative
Credits
Agency / Creative
Credits
Agency / Creative
Credits
Agency / Creative
SIGN UP FOR OUR NEWSLETTER
Work from Elvove Associates
Life's Better starring Jordan Love
American Family Insurance
11/11/2024
10
0
Tick Tick Tick
Six Flags Entertainment
02/10/2024
16
0
Blackout
American Family Insurance
13/09/2024
37
0
ALL THEIR WORK
SUBSCRIBE TO LBB’S newsletter
FOLLOW US
LBB’s Global Sponsor
Group745
Language:
English
v10.0.0