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Advance Auto Parts is launching a new national brand campaign targeting DIYers. The campaign introduces superfan Ed Vance, a bilingual brand character who can connect with these modern 16-34 DIYers in an authentic and entertaining way. It’s a “Do It Together” movement that includes 30, 15 and 6-second spots along with a robust social media effort (@EdVance4Advance), with video messages appearing on relevant platforms such as Roku, Spotify, Pandora, Twitch and more. The campaign will also debut a new custom theme and sonic logo in two languages: “This is How We Advance” and “Avanza Con Advance” to drive brand recognition and affinity for Advance while providing a memorable, hummable tune for DIYers.
The campaign was developed through a collaboration of Advance partners including TMA (creative), dentsu X (Media), Dieste (Hispanic), BBMG (sonic branding) and FleishmanHillard (PR).
Other credits
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
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
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
