Take 5 plans to give away more than 60,000 car washes nationally, plus $5 discount coupons for drivers who don’t score the freebie. No one, by the way, will actually have to prove that they got dumped on by the “official pigeon.”

“If there’s bird poop on your car this week, we think it’s safe to say the ‘official pigeon’ was responsible,” says the brand’s promo. “Even if the poop is no longer visible on your car, we’ll take your word for it.”

Along with aesthetics, there’s a practical reason to clean the poop off of cars, according to the brand. It’s high in uric acid, a corrosive element that can degrade a vehicle’s clear coat and bleach the paint itself.

Take 5 is using a range of media, including digital, social, email, radio, coupon drops on cars, outdoor posters, billboards and on-location signage, to hype the stunt. 

CREDITS:

Client: Take 5 Car Wash

President: John Teddy
Chief Marketing Officer: Brady Noon
Marketing Director: Cory Burnett
Communications Lead: Devon Prince
Creative Agency: Erich & Kallman
Chief Creative Officer: Eric Kallman
President: Steve Erich
Executive Creative Director: Rikesh Lal
Art Director, ACD: Jason Goldberg
Copywriter, ACD: Clark Chamberlin
Executive Producer: Fearghal ODea
Director of Brands: Laura Miley
Account Manager: Beatriz Salazar
Production House: Origami
Director: Quinn Brown
Executive Producer: Jim Askew
Editor: Dillon White
Media Agency: Hunterblu
Co-Founder: Jessica Blumberg
Associate Media Director: Andrea de Marco
Senior Media Planner: Cybill Cempron
Assistant Media Planner: Maraya Rivera