Turtle Wax has enlisted one of the Internet’s most-followed dogs as its new ambassador.

Manny the Frenchie appears in a TV spot that highlights Turtle Wax’s interior care line. It was created by O’Keefe, Reinhard and Paul, and media buying is being coordinated by Mediavest | Spark. The spot will air on premium cable channels during the spring and summer months when car care season is in full swing as well as within various digital and content partnerships, says Courtney Lauer, global director of marketing at Turtle Wax.

Beyond the ad, the brand and bulldog have struck a deal to bring Manny on as the first dog ambassador in car care as the latest member of Turtle Wax’s Shine Squad, a group of dedicated auto enthusiasts that share the latest tips and tricks in car care.

“Manny has an extremely passionate fanbase,” Lauer tells Marketing Daily. “He provides exciting (and adorable) content for all of his followers, appealing directly to pet owners and dog lovers, most of which bring their own pets into their cars. Turtle Wax is a natural fit for Manny’s everyday life as he helps showcase Turtle Wax’s innovative technology and easy-to-use products to pet owners and car lovers alike.”

The partnership with Manny officially began on May 3 and will last through the end of the year, to December 31. It includes custom auto-centric monthly content by Manny distributed through his channels to his 2.8 million followers, as well as interviews and appearances on behalf of the brand, such as at auto and trade shows.

Turtle Wax has identified pet owners as a key market for the new interior products, Lauer says. Teaming with Manny is a natural, as Manny is known for his love of travel and being in the car, she adds. Both Manny and Turtle Wax are based in Chicago.

“Transporting pets, especially dogs, can mean a multitude of problems such as stains, odors and pet hair,” Lauer says. "Manny also lives a very active lifestyle. His love of being in the car and traveling is the true embodiment of Turtle Wax’s ‘go moment,’ or the freedom, confidence, independence and opportunity of being on the road."