Excellent Carwash plays leading role in Seat commercial

In the latest commercial of the car brand Seat, Excellent Carwash in Amsterdam Osdorp has the leading role. Julian Wagenhuis’ car wash is on the list of location scouts for films and photo shoots. The reason? The LED lighting in the car wash provides a sensory experience.

How to beat morning routines? Apparently by sitting on the hood of your Seat in swimming trunks and driving through the car wash. And not just any car wash, but Excellent Carwash in Amsterdam Osdorp. Julian Wagenhuis’s car wash steals the show in the car brand’s latest commercial, which has been on TV since 2 September.

Excellent was approached for the commercial by a location scout. The video was shot in one night. “That was quite an event”, Wagenhuis recalls. “Suddenly 60 people were filming with us.”


Excellent has been approached more often for series and shoots since opening a few months ago. Wagenhuis thinks that it is mainly the light installation in the car wash that catches the attention. In the last three months he has received ten emails out of the blue. “We accept some requests, if it suits us.” For example, a fashion shoot has already been done at the car wash and now the location plays the leading role in this Seat commercial.

Company secrets

Not only location scouts have the car wash in their sights, Wagenhuis is also regularly approached by fellow entrepreneurs who are curious about the light effects and want to create a similar experience. “But I won’t give up those secrets,” the entrepreneur laughs.

Experience economy

Experience is an important aspect at Excellent, which is why they opted for a manned pre-wash, after which the car goes through the car wash. Afterwards, it is rinsed with osmosis water for a stain-free result. In the car wash Cleanbuild provided the wall panels, the basis for the flashing LED lighting. The washing equipment is from ACE, while Brushcom supplied the brushes. “They simply have nice brushes,” says Wagenhuis. He is particularly charmed by the roof roller, ‘with those sprigs’.

Experience has become an important economic asset for commercial car washes. Washing should not only be efficient, it should also be time well spent within the experience economy, where the experience in itself also creates economic value.

Bare bellies

Incidentally, the bare bellies of the men in the commercial have not actually been washed by the roof roller. “That’s fake,” Wagenhuis laughs. “They just edited it really well.”

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Author: Michael Van Wijngaarden

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