NEW YORK, April 9, 2018 — WWE Superstar, actor and car enthusiast John Cena brings his unique style of approachable humor to the new “Fear Nothing” ad campaign for Armor All from Merkley+Partners that looks to shake up the automotive appearance category and energize the brand.
Armor All (www.armorall.com), a leading brand of the Global Auto Care division of diversified consumer products company Spectrum Brands Holdings (www.spectrumbrands.com), has been a category leader for more than 50 years due to continual product innovation and expansion. This new campaign reflects the brand’s focus on innovation by disrupting the car care appearance category status quo, using humor and a global celebrity in John Cena to target a younger demographic.
The “Fear Nothing” campaign breaks today with three :30 cable TV and online video spots for their Armor All Original Protectant, Ultra Shine Wash Wipes and new line of Car Air Fresheners. The spots feature Cena and comic sidekick “Hank”, played by actor Justin Dray, with the tag lines “It’s easy to look good” and “It’s easy to smell good”.
The first two campaign spots are “Mood” (https://youtu.be/NvHulA4ysrc) and “Touch” (https://youtu.be/wL6KCye60V4), with a third commercial breaking shortly.
The partnership works because John Cena is a real-life car enthusiast and high-profile global celebrity. “I’ve always been a big car guy, and Armor All has kept them looking good. So when they reached out, it just made sense,” said Cena.
“The partnership with John Cena aligns two brands speaking enthusiastically and credibly to auto care enthusiasts,” said Jamie Kistner, VP Marketing, Spectrum Brands Global Auto Care division. “John’s personal passion for cars, use of Armor All products and universal appeal made him the obvious choice to represent the brand. We’re very excited to make him part of the Armor All family.”
“John Cena has an approachable personality that’s ideally suited to poking a little bit of fun at himself,” said Alex Gellert, CEO, Merkley+Partners in New York, part of Omnicom Group (www.merkleyandpartners.com). “This made for a campaign that’s funny, entertaining and, most importantly, on brand.”
Merkley+Partners also handles STP and A/C PRO, two other major brands within the Spectrum Brands Global Auto Care division.
For more than five decades, Armor All has been the leader of the automotive appearance category with an innovative and ever-expanding line of products including protectants, washes and waxes, cleaners, and now, air-fresheners.
It has maintained status as the most recognized, trusted and purchased brand in the category by encouraging consumers that they can care for their vehicle and get great results without expending unnecessary elbow grease. Armor All continues to be the category leader and innovator, launching two new products – Ultra Shine Wash Wipes and Ultra Shine Wax Wipes – in 2017 and its new line of air fresheners this year.
Agency Credits
Merkley+Partners, New York (www.merkleyandpartners.com)
CEO: Alex Gellert
Chief Creative Officer/Partner: Andy Hirsch
Creative Director: Chris Landi
Creative Director: Kirk Mosel
Senior Art Director: Gabi Hastings
Senior Copywriter: Dan Aguinaga
Director Broadcast Production: Gary Grossman
Business Manager: Pat Milo
Producer: Donovan Green
EVP, Group Account Director: Diane Hernandez
Account Director: Alison Stelzer
Account Supervisor: Zoe Gepfert
Asst Account Executive: Kelsey Chipman
Celebrity Talent Acquisition:
Greg Goldring, Platinum Rye Entertainment (www.platinumrye.com)
Production Credits
O Positive, New York (opositivefilms.com)
Director: Spencer Riviera
Executive Producer: Ralph Laucella
Executive Producer: Marc Grill
Executive Producer/UPM: Ken Licata
Merkley+Partners is a full-service marketing and advertising agency providing strategic direction to clients and creating print, broadcast, digital, social, viral, brand identity and CRM programs. Other Merkley clients include Mercedes-Benz, Nutella, Florida’s Natural, White Castle, Bic, Henkel, Land O’ Frost, Nature’s Bounty Co. and Vanda Pharmaceuticals. The agency was founded in 1993 and is a wholly owned subsidiary of Omnicom Group Inc., a leading worldwide communications company.
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