Car care is a lot like personal care: in both, people want to look their best. So we made a tongue-in-cheek appeal to the vanity behind car detailing. “Spray the Dull Away” parodied old-school hair-color ads, equating the hair on your head with the tires on your car. In three months, it drove a 15% sales lift and earned Gold and Silver Addys and Webby honors.