Car maintenance brand Turtle Wax has launched a pair of “wacky” new TV ads as part of a new global campaign empowering drivers to “put their best car-self forward”.
Developed in partnership with Chicago agency Running Towards Giants, the two 30-second spots humorously juxtapose our own self-care routines, superimposing a super-sized human head onto their driver’s cars to illustrate the importance of car-care.
‘You Are How You Car’ will now act as a new brand platform for the US firm, and is inspired by research that explores how vital the emotional drivers of car pride are, not just the functional ones.
“This campaign is for the ones who care, who show up with intention and a microfiber cloth at the ready. And for anyone who just needs a little motivation to start,” said Daren Herbert, CMO of Turtle Wax.
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“Because no matter what you drive – from a decade-old used car to your dream car – it’s about taking pride in how you show up. There’s power in pulling up in something that should ultimately be a reflection of you. That’s the magic of Turtle Wax – small transformations that leave a lasting impact.”
Running across the brand’s key UK, US and Indian markets, the two spots will pushed out via TV, audio, digital, social for an international campaign spanning three continents.
“This isn’t your typical automotive industry creative concept,” said Jeremy Bersano, ECD of Running Toward Giants.
“We got to help reimagine car care and help reintroduce an iconic brand as something metaphorical, magical and weirdly wonderful. The result? Cars with faces, and a campaign you can’t look away from because several car-faces are quite literally looking right back at you.”
