In a playful new campaign that blurs the line between man and machine, Turtle Wax is turning heads—quite literally. The iconic car care brand has launched a surreal series of TV spots where drivers don’t just care for their cars—they are their cars.
Created by Chicago-based agency Running Toward Giants, the :30-second spots feature oversized foam replicas of human heads seamlessly merged with car bodies. The result? Vehicles that are uncanny reflections of their owners, cruising down highways in scenes that are as amusing as they are oddly profound.
At the heart of the campaign is the idea that for some, their car is more than a means of transport—it’s a personal extension, an expression of identity. “This campaign is for the ones who care—who show up with intention and a microfiber cloth at the ready,” explains Daren Herbert, CMO of Turtle Wax. “Because no matter what you drive, 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.”
The films, directed by Aidan Gibbons (Not Just Any) and Nate Robinson (Ntropic), rely on expert craftsmanship rather than AI, a deliberate decision in an era where artificial content dominates headlines. “We trusted this work to human brains and artisans with decades of experience in VFX,” says agency executive creative director Jeremy Bersano.
Filmed in Austin, Texas, the production involved actors donning oversized foam heads that doubled as stand-ins for their vehicular counterparts. These were later merged into full-body vehicles using digital wizardry. The final cut manages to be both hilarious and slightly eerie—especially when bugs get caught in the teeth of a grinning car-face.
The campaign launches across major platforms including Hulu, Disney, ESPN, Amazon Video and Spotify, targeting audiences in the U.S., U.K., and India.
Adding another layer of fun, Turtle Wax will soon kick off a fan contest inviting participants to envision themselves as vehicles through any artistic medium—from sketches to digital art. Ten winners will receive personalized bobbleheads with their likeness grafted onto tiny car bodies.
At a time when brand campaigns often feel overly polished or algorithm-driven, Turtle Wax’s bold and quirky concept offers something refreshingly human—and deeply shiny.
Would you drive yourself to work? Turtle Wax thinks maybe you already do.
