Advance Auto Parts
Client: Advance Auto Parts
Services: Sonic Branding, Original Compositions, TV / Radio Campaign Music
Agency: The Marketing Arm
Multicultural Agency: Dieste
Increasingly, Advance Auto Parts’ segment of “auto DIY-ers” is largely composed of a Hispanic audience. This audience continues to grow both in the auto world and audio-first platforms, radio in particular. Advance needed to find a way to stand out in a crowded category while not alienating its core customer.
Made Music Studio created a sonic brand that leans into pop influences, feels warmly inviting for consumers, and is widely appealing to the general population through English and Spanish versions of the brand theme. In consultation with multicultural agency Dieste, two translations of the hook were created: “This Is How We Advance” and “Avanza Con Advance.”
The sound of Advance Auto Parts is an earworm and a fun play on words — hear it once and it’s all you can hum for the rest of the day.
Creative Team:
Danielle Venne – Executive Music Producer
Mickey Alexander – Music Co-Producer
Wes Hutchinson – Composer + Music Co-Producer
Chris Rizzo – Composer + Music Co-Producer
Jackson Shelton – Composer + Music Co-Producer
Elizabeth Kasper – VP, Group Account Director
Zuzu Boisson – Project Manager
Joel Beckerman – Founder + Executive Music Producer