Car owners in downtown Toronto have been given the chance to replicate the post-apocalyptic aesthetic of the Mad Max universe by giving their car a wasteland makeover at the 'Dusty Car Wash'.
Motors which enter the car wash come out covered in dust and rust to pay homage to the ridiculous vehicles of the Mad Max movie, which are constructed using scrap metal, worn by age and the desert sands.
The campaign, created by Toronto-based creative agency Lowe Roche, puts a twist on the car wash’s primary function of washing cars – instead dusting up entrants in the style of the movie.
As a result of the stunt, participants effectively became mobile – and visually appealing – billboards for the newly released movie which features Tom Hardy bringing to life Mel Gibson’s iconic Max Rockatansky character.
Warner Brothers Pictures Canada’s team of Hollywood set dressers and professional artists created a highly interesting marketing promotion – and a fairly awful car wash.
Check out footage of the stunt below.