12.18.09

Mothers Polishes print ads

Print Ads, Consumer

The people at Mothers go to great lengths to offer the purest, most effective car polishes on the market, so O’Leary and Partners (Newport Beach, California) positioned the company in a way that true car guys could appreciate, as the company that cares about cars more than anyone. These rants-style ads call out the main enemies of automotive paint—birds, shopping carts and automatic car washes. Mothers corporate has received more feedback on this campaign than any other in their history. Positive responses have come from car enthusiasts—the intended target. Negative responses have come from bird lovers and car wash owners—so not the intended target.

Paul Christensen, senior art director; Matt McNelis, writer; Eric Spiegler/Deidre McQuaide, executive creative directors.

www.olearyandpartn ... www.mothers.com