People love their cars, yet they find car care boring. We decided to increase their engagement in the act of taking care of their cars in a very literal way: by getting them to think of what it would be like if they had to put up with everything their cars had to go through... The message was as simple as it was straightforward: Imagine having to take as much crap as your car...

MUSICWOMAN: (SINGING) Dead bugs, coffee spillsGreasy sticky fingersRoad dust in every nookStone chips, chewing gumFrench fries, rotten fruitAnd vomit on the backseatOil stains, rust and snowBird droppings everywhereAaah aaah aaah Ketchup, rain and mudForgotten smelly diaperFrost, dirt, filthy shoesAnd crappy slushy weatherTar, pollen, salt and dentsRoadkill out of nowhereSweaty seats, bumpy roadsRoad rage, lonely nights...MAN: (SINGING) Imagine taking as much crap as your car...VO: Take care of your car and get 10 cents off in our carwash for every litre you fill up.Welcome to OKQ8.

MUSICWOMAN: (SINGING) Fågelbajs. Utspilld läsk.Döda mygg och flugor.Salt, tjära, gegga, sot.Gammalt snus, äppelskrutt.Fett, skit och klibbigt grus.Tallbarr och en kotte.UV-strålning, regn och slask.Oljefläckar överallt...Aaah aaah aaahRutten frukt, blöta löv.Punka mitt i natten.Frost, lort, smält choklad,stenskott och en repa.Pollen, kåda rost och chips.Stelnad tuggad kola.Höga kanter, djupa hål.Gas och broms, broms och gas.MAN: Tänk om du fick ta lika mycket skit som din bil...VO: Ta hand om din bil. Just nu får du en krona tvättrabatt när du tankar din bil. Välkommen till OKQ8.