# Surreal Car Care Campaigns
Turtle Wax's You Are How You Car Reimagines Drivers as Their "Car-Self"

By Laura McQuarrie | Published 2025-06-16 | Marketing
Source: Trend Hunter, https://www.trendhunter.com/trends/you-are-how-you-car
References: [morningstar](https://www.morningstar.com/news/pr-newswire/20250616cg10330/turtle-wax-debuts-you-are-how-you-car-a-new-global-brand-campaign-empowering-drivers-to-put-their-best-car-self-forward) & [youtube](https://www.youtube.com/watch?v=sY81GMX8c28&ab_channel=TurtleWax)

![Surreal Car Care Campaigns](https://cdn.trendhunterstatic.com/thumbs/573/you-are-how-you-car.jpeg)

Turtle Wax's You Are How You Car is a wacky new campaign that likens vehicle care to self-care, proving that pampering your vehicle can be just as satisfying as pampering yourself. According to a Turtle Wax-commissioned survey, 75% of American drivers want their vehicle to reflect the best version of themselves, yet only 18% strongly feel like it does.

This bold global Turtle Wax campaign kicked off with a pair of surreal commercial spots, Pamper and Face It. While Face It depicts drivers as their "car-self," or CG faces atop metaphorical car "bodies," Pamper reimagines a full car care routine with familiar rituals like shampooing, buffing to reveal a brighter glow and getting into difficult-to-reach areas for the freshest feel.