That's the tagline for the new Turtle Wax spots. The product, which debuted in 1944, carries a simple premise: how you treat your car reflects how you present yourself. In short, a car's gleaming finish and clean interior defines its owner.

According to a recent Harris Poll conducted for Turtle Wax, 75% of American drivers want their vehicle to reflect the best version of themselves, yet only 18% strongly feel it does.

That's Turtle Wax's cue.

Two 30-second spots by Chicago agency Running Toward Giants, “Face It” and “Pamper,” blur the line between man and machine in a wacky way. Co-directed by Ntropic's co-founder Nate Robinson and Not Just Any's creative director Aidan Gibbons, the global campaign is running this summer in the U.S., U.K. and India on TV, audio, digital, social and media partnerships.

“This isn’t your typical automotive industry creative concept,” said Jeremy Bersano, executive creative director of Running Toward Giants. “We got to help reimagine car care and help reintroduce an iconic brand as something metaphorical, magical and weirdly wonderful. The result? Cars with faces, and a campaign you can’t look away from because several car-faces are quite literally looking right back at you.” 

Turtle Wax is distributed in more than 120 countries. 

“No matter what you drive — from a decade-old used car to your dream car — it’s about taking pride in how you show up. This campaign is for the ones who care — who show up with intention and a microfiber cloth at the ready — and for anyone who just needs a little motivation to start,” said Daren Herbert, chief marketing officer at Turtle Wax.