TV ad: Advance Auto Parts: Lifehack Spanish

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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

Advance Auto Parts: Lifehack Spanish

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Advance Auto Parts: Lifehack Spanish

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