Advance Auto Parts Introduces New (And Bilingual) Brand Spokesman

As Advance Auto Parts prepares to celebrate its 90th anniversary (or “Advanceiversary” as the company is promoting it) it is launching what it claims is an auto aftermarket category first:  a campaign featuring a bilingual brand spokesman.

The campaign targets the growing DIY segment within the category which the brand identifies as younger auto enthusiasts “who are seeking a more seamless and approachable auto care solution.”  These DIYers emerged and took hold during the pandemic and are “looking to forge personal connections with a trusted confidante who can assist them in their DIY journey,” per the company.  

The brand spokesman, “Ed Vance” is being positioned to 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 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 catchy tune for DIYers: “This is How We Advance” (English) and “Avanza con Advance” (Spanish).   

The new campaign was developed through a collaboration of Advance roster shops 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 …Ed is a truly bilingual character, played by a bilingual actor, who can reach English and Spanish-speaking audiences alike.”

Sample the work here and here.

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