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A view from Dave Trott: Toolbox in a spray can

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29.07.2021

My art director partner, Gordon Smith, once told me he was driving through flood water in the country when he saw someone he knew, stuck.

It was Andrew Cracknell, executive creative director of WCRS, who was also in a Range Rover.

Andrew said his engine was wet and wouldn’t start.

So Gordon took Andrew’s spark plugs out and sprayed WD-40 on them, then he put them back and Andrew’s engine started.

I said that was amazing, I didn’t know WD-40 could do that.

Gordon said the name WD-40 stood for Water Displacement, 40th formula.

So it dispersed water, which was why it got the wet spark plug to work.

WD-40 was developed in 1953 to protect the Atlas missile from rust and corrosion.

I was online recently when an ad came up: Get Gum Out of Your Hair with WD-40.

I thought that’s amazing – I thought the only way to get gum out of hair was with scissors.

A bit later I saw another ad: Stop Your Windscreen........

© campaign


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