This campaign is almost perfect. Not only is it designed and art directed beautifully, but the copy is pretty well done also. I just really like the feel of this ad. Since WD-40 is primarily used by mechanics, engineers, and hands-on dirty workers, the gritty look and feel of this fits so well for the ad and the entire campaign. Though, out of the whole campaign, I enjoyed the tone and context of this copy of this particular ad the most. While the other ones are also lighthearted and informal in tone, this one is also a little humorous and fun. Overall, it's a great campaign. And the execution of the art direction is flawless.