The Wise One imparts knowledge to Auto One customer via Edge

Creative agency Edge has released its second campaign for automotive parts and accessory brand Auto One.

The ‘Great Advice Does Exist’ campaign introduces the character of ‘The Wise One’, and has been launched in time for Father’s Day.

In the 30-second spot, a frustrated father tries to fix his broken-down car. The Wise One with his assistant appears in the smoke, accurately diagnosing what is wrong with the vehicle. The man then thanks The Wise One, who disappears in the steam.

Edge’s executive planning director, Richard Parker, said: “After talking to Auto One consumers, the one thing we consistently heard was how Auto One’s team members offered the best advice and the right recommendation first time, every time. This focus and passion for all things auto is what sets Auto One apart from other retailers.”

The agency’s executive creative director Simon Langley commented: “Creating ‘The Wise One’ allows us to have fun with Auto One’s quirky sense of humour while staying grounded in the brand’s product truth. It’s an ownable platform we can develop over time to further strengthen Auto One’s position in the market.”

Auto One’s head of marketing Lara Galvin added: “We were looking for a campaign that would be distinctive and would give people a reason to choose Auto One over our competitors. Personifying the Auto One team member as ‘The Wise One’ was the perfect way to demonstrate that Great Advice Does Exist with good Aussie humour.”

The campaign will be on TV, radio, out-of-home and social media. It will also continue with new executions throughout the year.

It is the second campaign from Edge for Auto One after it released the ‘It’s the one‘ campaign in April 2020.


Creative and Media: Edge
Executive Creative Director: Simon Langley
Senior Copywriter: Andrew Fraser
Senior Art Director: Simon Cox
Executive Planning Director: Richard Parker
Executive Director – Account Management: Nicole Gardner
Planner: Adelaide Day-Collett
Senior Account Manager: Grace Sheridan
Senior Media Manager: Rebecca Leahy
Content Creative: Harry Roth
Senior Designer: Waiton Fong
Designer: Sophie Millican
Production Company: Infinity
Director: Daniel Reisinger
Producer: Erin McBean
Producer: Charles Billeh

Client: Auto One
Managing Director: Mark Garwood
Head of Marketing: Lara Galvin
Marketing Consultant: David Bauer
Marketing Coordinator: Maria Nader


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