Our target was men who love their cars. The spot played nationally.The objective was to demonstrate how easy waxing your car has become with Turtle Wax’s new Liquid Ice Polish. The target is men who take pride in their cars but no longer have the time to laboriously wax them with traditional wax.When it comes to waxing, guys have it easy compared to their counterparts. We dramatized this fact and showed that their job has become even easier with Turtle Wax’s new Liquid Ice Polish.