Mr. Goodwrench

Mr. Goodwrench was an advertising campaign for the General Motors parts division, begun in 1974 as a test program and launched nationally in 1977. The concept was of Mr. Goodwrench, a friendly and extremely competent mechanic, to both encourage improved service by dealerships and boost public confidence. 
The original version, used in training films, print advertising and signs at dealerships, was a bald, bespectacled man portrayed by the advertising agency's art director.Automotive News. "Mr. Goodwrench Goes Nationwide." April 11, 1977. A younger and more conventionally attractive version was used in the national TV ads. By the 1980s, "Mr. Goodwrench" or sometimes just Goodwrench was being used as the actual brand name of GM regional service centers, becoming a sponsor of NASCAR races. In particular, they were the brand sponsoring Dale Earnhardt.
A 2003 campaign featured Stephen Colbert checking GM Goodwrench centers trying to locate "Mr. Goodwrench." The brand and concept was abandoned by GM in 2011 and the franchise service departments renamed.
==References==
* One of Oscar's nicknames for Luis, introduced in Sesame Street Episode 1426, is "Mr. Badwrench." The name recurs as late as 1989, in Episode 2545.
==Sources==
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Category:Advertising References