New Ads From Phillips-Ramsey Promote Alternate Uses For WD-40

A bespectacled, bumbling car wash employee with an obsession for cleanliness serves as spokesman in a new campaign for WD-40 spray lubricant.
The national multimedia campaign, from San Diego agency Phillips-Ramsey, features Everitt, a nerdy attendant who uses WD-40 as a cleaning agent for vehicles, not just as a general lubricant. Billings for the campaign are $2-3 million, according to industry estimates. In “Carwash,” the first of two 30-second TV spots, the viewer sees Everitt doing what he does best: removing grease, grime and road tar from vehicles at the car wash with the help of his trusty can of WD-40. “Being a good car cleaner takes dedication,” he explains. “I go searching for the grime and the dirt and the sap and the gook. Just use some WD-40 and it’ll come right off.”
“WD-40 is a very mature brand, with an 80 percent volume share [of multipurpose spray lubricants sold in the U.S.],” said Gary Meads, the agency’s senior vice president, general manager. Meads also said the agency needed to encourage consumers who owned the product to use it more frequently by outlining its other uses besides lubricating door hinges and locks.
“Our primary audience is male,” Meads said, “and many of them already make an automotive connection with using WD-40 to loosen car bolts.”
The TV spots are airing during NASCAR races on cable channels such as ESPN, ESPN2 and TNN. There is no tagline. Print executions will run in Motor Trend, Car Craft, Hot Rod and other enthusiast magazines throughout the year. The agency has also created in-store collateral pieces and a trade campaign featuring Everitt’s likeness.
Phillips-Ramsey has handled San Diego-based WD-40 Co.’s ad account since 1976.