Armor All: advert-body-2 by Merkley + Partners

Actor and wrestler John Cena tweaks his all-American image a bit in some quirky new commercials for automotive cleaner brand Armor All.

The ‘Fear Nothing’ campaign puts the star of the new film Blockers in and around his car, with a wild-haired sidekick, with Cena singing the praises – almost too weirdly enthusiastically – of Armor All’s air fresheners and car wipes.

The campaign, from Omnicom agency Merkley+Partners, looks to shake up the automotive appearance category and energize a brand known by most over the decades for shiny tires and dashboards. The ‘Fear Nothing’ campaign features Cena in three 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”.

With ‘Mood,’ Cena sits in his car smelling the scents from the air fresheners. He’s then transported to the places that inspired the scents, like floating in the clouds for ‘Tranquil Skies’ and the arctic with polar bears. In ‘Touch’ we see Cena in front of his car, pampering it to an almost weirdly intimate level with Ultra Shine Wash Wipes.

A third commercial will break soon after the first two have run.