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

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Ed will help Advance more closely connect with its target audience of DIYers

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

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.”

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“He’s Ed Vance” Campaign

Client: Advance Auto Parts

Creative 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

Production Company: Altered

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

Chris Lee, Vice President
Niko Pappas, Director
Lucca Vaselli, Sr. Strategist
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

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

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

Genres: Dialogue, Storytelling, People

Categories: Automotive, Aircraft

Elvove Associates, Mon, 18 Jul 2022 14:04:00 GMT