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February 1, 2011 / Nick

Autoglass advert

Cheery champion of the Brummie accent, Gavin from Autoglass has become an advertising favourite since his TV debut in 2008. Since then his status has risen to that of a very minor celebrity. When he’s not doing his bit to save the windscreens of West Bromwich, the Autoglass mascot is rubbing virtual shoulders with the twitterati and, weirdest of all, audaciously posing naked behind what could in all likelihood be forensic evidence from a hit-and-run.

With Gavin’s new found fame making its mark in the UK, you should be just as surprised as I was to find that he’s little more than an interchangeable token in a near shot-for-shot identikit range of adverts that appear in dozens of territories worldwide.
Compare these ads side by side to not only get a sense of the slight cultural differences of international advertising, but also to make every windscreen chip and crack,  and every ‘no thanks pal’ wave of the hand completely lose all meaning.

The Cracking World of Autoglass

Autoglass Ireland

NAME – Luke
GLASS FLICK FORCE – A knock, and a light one at that.
LANGUAGE HIGHLIGHT – “torty minutes”
CUSTOMER GRATITUDE – A sincere ‘grand’

Carglass France

NAME – Olivier
GLASS FLICK FORCE – Hard with added recoil
LANGUAGE HIGHLIGHT – “Carglass répare, Carglass remplace.” (Carglass repair, Carglass replace)
CUSTOMER GRATITUDE – Delayed. Could be a bit simple.

Safelite (United States)

NAME – Erik
GLASS FLICK FORCE – Medium to hard.
LANGUAGE HIGHLIGHT – “of course Safelite would repair your windshield FOR you”
CUSTOMER GRATITUDE – ‘Meh, could be better’

Carglass Nederland

NAME – Paul
LANGUAGE HIGHLIGHT – “Carglass repareert, Carglass vervangt” (Carglass repair, Carglass replace)
CUSTOMER GRATITUDE – Already planning what to spend it on (hopefully hair).

Carglass Italia

NAME – Dino
GLASS FLICK FORCE – More of a tap
LANGUAGE HIGHLIGHT – “Quando fa caldo, si accende l’aria condizionata” (When it’s hot, you turn on the air conditioning)

O’Brien (Australia)

NAME – Ross
GLASS FLICK FORCE – A knock. Threatening, bordering on aggressive. JUST CHILL OUT, ROSS!
LANGUAGE HIGHLIGHT – “It’s really hot inside this car, so let’s cool it down and see what can happen” (you adventurer, you!)

Carglass Sweden

NAME – Micke
LANGUAGE HIGHLIGHT – “Ringa oss nu, ella boka online” (Ring us now, or book online)

Carglass Germany

NAME – Thorsten
GLASS FLICK FORCE – Powerful and efficient.
LANGUAGE HIGHLIGHT – “ein Schlagloch” (a pothole)

Carglass Brasil

NAME – Marcos
GLASS FLICK FORCE – The CUSTOMER does the knock?! This is the end of days!
LANGUAGE HIGHLIGHT – “cinco vezes menor” (five times less)
CUSTOMER GRATITUDE – Gentlemanly handshake and ‘get off my property’ wave.

Review – In case of the world going crazy for ‘special resin’, break glass.

UPDATE (31/03/11)
I gave Gavin from Autoglass the right to reply:

and he did with a fascinating fact:

Thanks, Gavin.



Leave a Comment
  1. Ben / Feb 4 2011 4:16 pm

    Loving that Google have stuck an ad for windscreen repair at the bottom of your page – and it’s not for autoglass…
    By Germany, I was going a bit mad, but also kind of hoping that one day my windcsreen cracks so that I might see the special resin make the chip almost disappear and that I, too, could give it a flick or tap. One day…

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