• Fernando Fornaris

Meet Ed Vance, Advance Auto Parts' Biggest Fan in New Bilingual Campaign

The automotive brand wants to connect with Hispanic consumers and DIYers


The bilingual 30-second spot features Ed Vance providing authentic and relatable advice for automotive consumers.TM, dentsu X, Dieste, BBMG, Advance Auto Parts


Adweek | July 20, 2022 | by Nataly Venegas

From art, music and clothing, Hispanic cultures continue to create a large impact on brand marketing strategies. However, it’s essential for brands to also recognize how complex Hispanic audiences are if they want to develop a deeper understanding of effective bilingual marketing.

In preparation of Advance Auto Parts 90th “Advanceiversary,” the automotive parts brand is launching the new brand campaign “Do It Together” featuring its number one fan, Ed (Eduardo) Vance. The campaign introduces Vance as a bilingual brand spokescharacter who will deliver brand messages in a series of 30-, 15- and 6-second video spots in both English and Spanish. Developed through a collaboration with TM, dentsu X, Dieste and BBMG, the campaign also features a new custom theme and sonic logo in two languages: “This is How We Advance” and “Avanza Con Advance.”

As part of the campaign, a 30-second video featuring Vance providing relatable advice for automotive consumers was released. The entertaining spot aims to embody, represent and connect with modern DIYers with the help of Vance living alongside them in their DIY journey. The new character was introduced on Instagram and Twitter and will be continue to run on a variety of platforms relevant to the modern DIYer, including Roku, Spotify, Pandora, Twitch and more.


(Captions for the video have not been made available to Adweek. We will update the video once captions have been provided.)TM, dentsu X, Dieste, BBMG, Advance Auto Parts


Authentic connection

Overall, the brand hopes the new campaign will help build a closer connection with Hispanic consumers. “Ed’s name recognition will draw quick connection to the Advance brand and serve as a vehicle to communicate the great benefits Advance offers—including care—without being salesy,” Jason McDonell, evp of merchandising, marketing and eCommerce at Advance Auto Parts, said in a statement. “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.” Automotive brands like Honda, Ford and Toyota have all began focusing on addressing Hispanic consumers. For the auto parts brand, the “Do It Together” movement is a connection-first approach that helps guide all marketing efforts by putting the consumer’s experience and journey in focus.

You can find Ed Vance’s bilingual spots on the brand’s Youtube channel and on Ed Vance’s dedicated social channels.



(Captions for the video have not been made available to Adweek. We will update the video once captions have been provided.)TM, dentsu X, Dieste, BBMG, Advance Auto Parts

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