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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.
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