PROTECT & LUBRICATE

Spec Ad for WD-40

Over 4 million views, 500k+ shares, 200k+ likes - all in less than a month.

Protect & Lubricate is a spec ad SubMotion produced independently, uncommissioned and self-funded, simply because some ideas are too good to go to waste. It’s a bold, one-minute comedy spot for WD-40 that blends cinematic storytelling, British humour, and playful direction to reimagine a global household staple in an unexpected light.

Released online in the hope it might raise a few smiles, it has now travelled to every corner of the globe across social media - and even WD-40 HQ. Within 72 hours, it had gone viral, with over 1.7 million organic views and it continues to grow. It proves to us (and everyone watching) that when an idea lands, even 60 seconds is enough to tell a great story.

WD-40 wasn’t involved in the creation of this ad - it’s not an official campaign. We made it to flex our creative muscles between client work and to show what’s possible when good ideas get made, not just pitched.

Massive shout-out to the small, but insanely mighty crew who made this possible between projects:

🎬✍🏻 Richard Prendergast

🎥 Tom Coe

💡 Misha Panov

⚙️ Jake Loft

💄 Suzie Love

🏃🏻 Oscar Sykes

📸 Chris Roberts

💡 Epic Studios

👩🏻‍💻 Rachel Prendergast

🎶 Ando San

Dad: Nick Murray Brown