In a fresh departure from the usual scare tactics of helicopters and sirens, the boards required a deft hand. The first commercial to launch shows an eccentric, older lady innocently park her car outside a hair salon. The moment her back is turned the intrepid green roadster escapes of its own accord to a more exciting place - a car wash with a difference. The car wash in question reveals five sexy bikini-clad girls lovingly washing the hero car. A provocative voice questions if you know exactly what your car gets up to when you're not around.
It is in the juxtaposition between the initial mundane situation and the surprise sexiness of the car wash that the humour comes through. For Baggott, the hero of the commercial is the car and it was therefore important to give the car a personality. The car and owner were cast in the same way one would cast a couple. Bringing the cars personality to life meant that the driving shots were important performance pieces, where the style of driving illustrated the cars feelings.
Baggott says: "The car had to have a face and a personality in its looks and in its action - a humanization process had to take place to charm the viewer and make the commercial work."
'Car Wash' will be followed by a 2nd launch commercial in the near future.