The story, chapter by chapter
A selection of our films for Icon Auto Centre. Tap one to watch it with sound.
Before us
Good paint, quiet feed
- On Advance Road, TorontoCollision, diagnostics, mechanical and maintenance
- Insurance claims specialists
- 1,929 Instagram followers
Icon Auto Centre is a garage on Advance Road in Toronto: collision repair, diagnostics, mechanical work and maintenance, with insurance claims as its speciality. It calls itself “your favourite auto shop”.
For years its videos showed the work. “A little fresh paint to start the day.” “Some wet paint to start the morning off.” “That gloss though.” Lovely paint, a few hundred views at a time. The last, in October 2024, was a BMW in for a front end. Then the feed went quiet.
The first film
One mechanic, four costumes
Twenty months later, on 19 June 2026, we started with the question every mechanic hears: how do customers see us? The same mechanic, in front of the same truck: a doctor (“What’s the diagnosis?”), a magician (“Can you leave it like new??”), a superhero (“Can you fix it in an hour?”) and a man fanning cash (“Can you give me a discount??”).
Icon posted it that day. Not a drop of paint in it.
The next day
Posted on day two, both past two million
The next day we posted two more. “My POV”: a bolt held up between two fingers. “Your POV”: a pair of sneakers resting on an engine. Seven seconds for every driver who thinks a repair is one small part. And a feeling every mechanic knows: a bolt that finally comes out by hand, and the face that goes with it.
Icon posted both on 20 June 2026, the day after our first. Both went viral.
The trend
Mechanic leg position, explained
Under a car, only the legs show, so the captions read them: “Everything is fine”, “Challenge accepted”, “Damn, this bolt is tight”, “We’re cooked bruh”. Eleven seconds any mechanic can read at a glance.
Icon posted it on 3 July 2026, two weeks in, and it went viral too: 2.79M views.
