Hispanic do-it-yourself car owners are very passionate about their cars. So much so, that we’re known to give them names. And if we listen close enough, we can even hear them talking to us. These radio spots bring to life different situations where the car is requesting something from its owner in a humorous and memorable way. This construct was very malleable and allowed for various types of situations and products to be highlighted, creating an ongoing fresh body of work that supported various co-op partners.