Auto One promises expert, reliable advice in the guise of ‘The Wise One’ in latest campaign via Edge


Independent creative agency Edge has developed a new campaign, launching today, that brings to life Auto One’s expert and reliable advice in the guise of ‘The Wise One’.


Supported by his trusty, spanner-harp-playing side-kick, the campaign shows The Wise One appearing in mystical ways to do what Auto One does best; providing awe-inspiring guidance to a customer encountering a problem as they work on their passion project.

Says Richard Parker, Executive Planning Director at Edge: “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 new campaign kicks off in time for Father’s Day across TV, radio, out-of-home and social media and will continue with new executions to support key sales events launched throughout the year.

Says Simon Langley, Executive Creative Director:  “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.”

“We were looking for a campaign that would be distinctive and would give people a reason to choose Auto One over our competitors,” says Lara Galvin, Head of Marketing. “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 is the second for Auto One from Edge, which secured the creative and media account at the beginning of 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

Senior Casting Director: Stevie Ray

Smith and Western

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