TurtleWax Ads (2009)

Overview

Turtle Wax is a classic, trusted name in car care products. They take their business pretty seriously.

Guys who wash their own cars are a special breed. They skew older. They love their cars. So much so, that they don't mind putting in the extra time and attention to make sure it's done right. And they are fierce brand loyalists. How do you get them to pay attention to a new car care product that dramatically speeds up the wash/wax process? Make them laugh. During what we all thought was the height of the male performance drug commercial boom (oh hey, Cialis), I thought it would be funny to treat these ads like an invitation to a "quickie" of a different sort. 

What I Did

I created the concept and headline for this campaign and partnered with a writer to create the copy.   

Agency: Upshot     Role: Senior Art Director