The campaign targets the growing DIY market, those 16-34 year old auto enthusiasts who are seeking a more seamless and approachable auto care solution.
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 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 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.
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The 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.”
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