Advance Auto Parts introduced its No. 1 fan “Ed Vance,” representing the voice of an emerging segment of automobile enthusiasts: those learning to DIY and craving a partner on their journey.
“In Ed Vance, Advance is providing an authentic, relatable, entertaining and category-exclusive bilingual voice to embody, represent and connect with these modern DIYers, living alongside them in their DIY journey,” Advance said in a news release. “And his name just happens to be like the brand … Ed Vance loves Advance.”
Forty percent of motorists who maintain their own vehicles are between 16 and 34 years old, according to the company.
“Ed’s name recognition will draw quick connection to the Advance brand and serve as a vehicle to communicate the great benefits Advance offers,” said Jason McDonell, executive vice president of merchandising, marketing and e-commerce at Advance Auto Parts. “Ed is able to tell short stories that become authentic and real and connect with a new era of car enthusiasts who have emerged during the pandemic. We leaned into this in developing Ed as ‘every person’s person,’ inspiring these motorists to try something new in caring for their automobile while accelerating our commitment to build personal connections with them.”
“In a retail category largely seen as a ‘sea of sameness,’ Ed Vance further differentiates Advance as the need for vehicle maintenance increases parallel to the average age of automobiles in the United States reaching 12 years,” the company added in a press release.
Ed and Advance’s “Do It Together” movement is threaded through all aspects of the new campaign, a connection-first approach guiding all marketing efforts and putting the customer journey front and center. Ed Vance is bilingual, introduced as “Eduardo Vance” to Hispanic audiences in all marketing. His persona first debuts on Instagram and Twitter (@EdVance4Advance), followed by 30-, 15- and six-second spots in both English and Spanish placed in media and on platforms relevant to the modern DIYer, including Roku, Spotify, Pandora, Twitch and more.
Advance also recently debuted a new custom theme and sonic logo in two languages. “This is How We Advance” and “Avanza Con Advance” drive brand recognition and affinity for Advance while providing a memorable, hummable tune for DIYers.
The arrival of Ed Vance comes as Advance celebrates its 90th “Advanceiversary” this summer by curating consumers’ most memorable moments on the road – the “Drive of Your Life” – for the chance to win a year’s worth of free Shell gasoline and possibly have their drive recreated. To submit the Drive of Your Life, motorists should visit Advanceiversary.com or post on Twitter or Instagram, using #DriveOfYourLifeContest and tagging @advanceauto or @advanceautoparts respectively, now through July 31.