When you are in the car, you are not you. You are what your car says about you. And that’s why you have to take care of it.
It is the message that launches the car cleaning products brand Turtle Wax In his new advertising campaign, devised by the creative agency Running Toward Giants. And to illustrate it he has created a surreal image: giant heads turned into cars.
Under the concept “You are How You Car”, that could be translated as “you are like your car”, the brand blur the boundaries between the person and his car To reflect the emotional bond that drivers have with their cars. “TWhich we know that feeling: pride when your car is impeccable … a little shame when you have seen better days”, Explains the brand on its website.“Because your car is not just a car. It is a huge and magical metallic reflection of you. So take care of it”
The campaign has two spots, entitledS “Pamper” and “Face it”. Both capture that feeling to which Turtle Wax alludes. In the first one encourages drivers to consent to their cars by conceiving them as a four -wheel version of themselves. The announcement capitalizes the tendency of Self -care and establishes a parallel between facial routines and car cleaning.
The second, on the other hand, alludes to the outside and the image that is projected in others. Thus, the brand invites you to impress every time the car gets moving and show the best image. In both it values their products as the ideal solution to show off the best face. Thus, it evokes the satisfaction after cleaning and the well -being it provides.
From the brand they point out that the campaign elevates your speech and goes from functional communication to an emotional. “For almost 80 years, Turtle Wax has helped people get the best of their cars and, in the process, has brought out something deeper from the person behind the wheel: pride, trust and a touch of style”, Said Daren Herbert, Marketing Director of Turtle Wax, as stated ADS OF THE WORLD.
“This is not the typical creative concept of the car industry“said Jeremy Bersano, Running Toward Giants Executive Director.”We had the opportunity to help reinvent car care and reintroduce an iconic brand as something metaphorical, magical and strangely wonderful”
The campaign has initially launched in the United States, the United Kingdom and India, and will be executed throughout this summer. It will have activations in television, audio, digital, and social networks.
