Turtle Wax reinvigorated car lovers’ passion for driving and protecting their cars with a highly integrated campaign that broke out—literally and figuratively. Featuring the Turtle Wax ICE line of products, it kicked off in cinemas across America (including a showcase at the premiere of Furious 8) and continued with a major TV, digital, mobile, and PR effort, featuring a rallying cry for car lovers everywhere: “Protect the body. Free the soul.”