Rain-X is taking a big bite out of interior car messes—literally. In a new campaign created by Chicago agency Cramer-Krasselt, the water repellent brand debuts its Rain-X Pro Interior product line with a hilariously relatable twist: a talking, drippy cheeseburger narrates the chaos of car dining.
The spot, titled Spills Happen, embraces the universal truth that no one really escapes the occasional car meal—and the inevitable mess that follows.
From ketchup explosions to rogue pickle slices, Spills Happen humorously leans into the sticky reality of drive-thru indulgence. But instead of focusing on the aftermath, the campaign flips the typical product demo format on its head by letting the source of the spill tell the story. Watch below:
“Introducing a new line of interior products in such a competitive category meant we had to create something that’s truly distinctive,” said John A. Naoum, Group Brand Manager at ITW. “Cramer-Krasselt helped us do just that with Spills Happen. We’re not just showing how Rain-X Pro Interior cleans and repels; we’re bringing a relatable, everyday mess to life in a way that’s impossible to ignore.”
“Traditional product demos often blend into the background, so we wanted to create something unexpected,” added Betsy Brown, EVP, Managing Director at Cramer-Krasselt. “By giving a voice to the source of the mess — a talking, drippy cheeseburger — we’ve turned a simple demonstration into a memorable, entertaining story that highlights the power of Rain-X Pro Interior.”
Because let’s face it: spills happen. But at least now, there’s a product that can handle the aftermath. And maybe even make you laugh about it.
The campaign is now live across national TV and social media platforms, giving Rain-X a fresh—and funny—angle in the highly competitive car care category.
CREDITS:
Brand: Rain-X
- Head of Marketing, ITW: Soroor Rahnama
- Group Brand Manager: John Naoum
- Associate Brand Manager: Tabitha Kelly
AGENCY: Cramer-Krasselt:
- Managing Director: Betsy Brown
- Group Account Director: Kelly Vogt
- Account Supervisor: Taylor Kaine
- Executive Creative Director: Todd Stone
- Creative Director: Chad Verly
- Senior Copywriter: Tim Halverson
- Senior Strategist: Eddie Otto
- Executive Director of Production Operations & Producer: Brian Cooper
- Project Manager: Michelle Haga
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