Helping People in the Language of Car With Auto-Translate

“What’s this thing, good metal salad spinner?”

For those who give it a shot, there is little more embarrassing than trying to talk to an auto mechanic when you’re out of your depth.

With that in mind, mycar Tyre & Auto is coming to save you with Auto-Translate, a utility that helps people learn the language of car.

Developed by TBWA\Sydney and Eleven, Auto-Translate allows the user to enter car terminology via text, voice, or scanning their bill and have it translated into simple, relatable terms.


The campaign includes a series of humorous films charting the waters of miscommunication at the auto shop.

“With Auto-Translate, we aim to help Australians learn more about their car by providing an extra layer of confidence, after discovering that 95% don’t feel very confident in understanding an auto technician,” said Chief Customer Officer at mycar Tyre & Auto, Adele Coswello.

Simon Hayes, creative director at TBWA\Sydney, added that with Auto-Translate, the agency continues to build upon mycar’s promise of ‘People First’ and stretch the brand beyond its traditional service offering.


“We’re very lucky to have such a great partnership with mycar and are excited to bring this much-needed utility to the world. Kudos to our terrific clients,” he said.

The campaign comes to life across film, digital, social and PR, which link users to the utility itself. Head to to access Auto-Translate for free and learn the language of car.


mycar Tyre & Auto

Chief Customer Officer – Adele Coswello

Head of Marketing – Cynthia Fernandez

Marketing Executive – Susie Hawkins


Creative Agency: TBWA\Sydney

PR Agency: Eleven

Media Agency: Hearts & Science

Production: FINCH

Director: Jae Morrison

Producer: Jackie Adler

Music Composition: Squeak E Clean Studios

Composer: Jesse Watt

Music Producer: Karla Henwood

Technical Consultant: Giuseppe Di Blasio

Sound Design: Beau Silvester

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