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, as Cena sings 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. 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 taglines, “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.
The partnership works because Cena is a real-life car enthusiast. “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, vice president marketing for 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.”
Added Alex Gellert, chief executive of Merkley+Partners in New York: “John Cena has an approachable personality that’s ideally suited to poking a little bit of fun at himself. 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.