Ed Vance for Advance
Auto parts are a commodity in drivers' minds. Brands in the category lack distinction, especially challenger brands like Advance Auto Parts that are overwhelmingly outspent by their main competitors. Our challenge was to solve that brand confusion by creating differentiation and affinity for Advance across all our key targets—DIYers, Pros and Hispanics. Our solution: to launch the very first truly bilingual brand character, Eduardo “Ed” Vance, a DIY-loving AAP superfan with an abnormal passion for all the qualities that make Advance his favorite auto parts retailer, on a mission to become an influencer so he can share his love for the brand far and wide, across every touchpoint, in English and Spanish (and sometimes both.)