Transtar Industries has joined forces with rapper and television host, Vanilla Ice (Robert Van Winkle), to promote its vehicle air conditioning (AC) line of products.
The ad campaign shows Winkle, who shot to fame in the 90s with his songs “Ice Ice Baby” and “Cool as Ice”, responding to a narration of common cooling-related problems by saying, “Don’t sweat it,” while posing in front of snow and ice-covered backdrops.
Transtar, a leading distributor of automotive aftermarket parts and software solutions, launched its AC category in 2022 and said it was excited to bring a familiar face on board.
"The company has grown and evolved in the past year and is more than just transmissions now," said VP for Marketing & Ecommerce, Chris Osos.
"Vanilla Ice is a car enthusiast, and with this ad campaign, we wanted to have some fun and create awareness of our AC product line, especially as the summer season begins to heat up and repair shops and service technicians see an uptick in the need for repairs and maintenance," he added.
The AC product line, which includes a comprehensive line of vehicle air conditioning parts, components, and tools, also marks the company’s first entry into non-transmission or driveline parts.
