"Face It"

7 July 2025

30s

Tooth crowd.

One of two headstrong commercials directed by Aidan Gibbons for TurtleWax, this spot iterates on the 'You Are How You Car' idea with aplomb. To the strains of 'Born Free' by Matt Monro, a car shaped like a man's head (it is a man' head, in fact) is happy as can be on the open road. That is until he stops at the traffic lights and revs his engine at another bloke on four wheels.

Is he impressed? Intimidated? Insightful, more like—he notices a bit of food stuck in the other guy's teeth. The way he licks his gnashers to communicate this is spot-on, as is the protagonist's sheepish grimace as he drives away. If only he could brush his teeth or stick a toothpick in his gob.

Like the previous spot in the campaign, the head is only half the story. It's a reflection of the owner, who uses his noggin and buys TurtleWax products to clean the actual car (that bit of 'food' is dirt lodged in the grille). Car cleaning/detailing needn't be a headache, the brand says—just treat it how you'd like to be treated.

Global

Motor Accessories / Repairs