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Emphasizing dependability, the ads depict the Goodwrench logo, characterized as a car, surviving all sorts of extreme weather conditions - blizzards, droughts, rainstorms, heat waves and so on. The message is that with Goodwrench Service's support, your car will start up and go no matter how brutal the elements.
"What's interesting about this project is that the agency actually encouraged us to put the logo through the worst conditions we could dream up," said director David Mackie. "Not many clients are willing to let their logo be tampered with in this way."
In one spot titled "Ice Age," the Goodwrench logo withstands a harsh blizzard of elements both literally and technically: live action elements, 3D animation, and 2D graphics, all composited in Flame to dramatize a snow storm, bombard the logo. "Ice Age" opens with cumulous clouds crowding out blue sky, as a light snow begins to fall and mantle the Goodwrench Service logo. The wind picks up, sending flurries in every direction and banking the logo (and by inference the car) with higher drifts. Iciclesgrow on the lettering. Frost patterns crystallize around the edges of the screen as if on a windowpane, and the temperature drops perceptibly. Sound effects imply someone trudging through the snow toward their car (the logo) and opening the door. As the car door slams shut, some of the icicles drop off the logo. In audio, the engine starts and revs before the logo itself visually speeds off screen, dropping more icicles in its wake. The storm abates as the voiceover asserts that Goodwrench will keep you and your car going through any kind of weather.
Both of SFPG's "cold" spots for Goodwrench now airing are especially well-timed, given that many people recently endured one of the chilliest, snowiest winters in recent history. While reassuring about Goodwrench, the spots also lightly and humorously point up the misery of car trouble and driving in winter.
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