Mycar turns car interior into ‘human skin’ to expose Australia’s UV blind spot

Mycar Tyre & Auto has unveiled a car reupholstered in synthetic human-like skin, as part of a campaign designed to expose a widely overlooked risk: sun damage while driving.

Created with TBWA\Eleven Australia, the ‘Sunburnt Car’ uses UV-reactive materials that visibly burn when exposed to sunlight, turning the interior of a vehicle into a confronting demonstration of cumulative UV damage.

The work targets a gap between perception and reality. While most Australians consider themselves sun safe, many overlook exposure behind the wheel, despite spending significant time driving each year.

New research commissioned by mycar found 70% of Australians believe they are protected from the sun while in the car, while 39% incorrectly think car windows block harmful UV rays. In practice, 65% do not apply sunscreen before driving.

The campaign builds on mycar’s previous behaviour-led work, including its ‘Return Plates’ initiative, which encouraged safer driving environments for people returning to the road after trauma. TBWA\Eleven creative director Simon Hayes said the aim was to make an everyday risk impossible to ignore.

“The idea was to make the invisible UV risk we take every day visible in an unignorable - and frankly, unhinged - way,” he said.

The car was developed with special effects studio Odd Studio, using the Fitzpatrick Scale to reflect different skin tones and replicate the way human skin responds to UV exposure.

Dr Joanneke Maitz, surgeon-scientist in burns and reconstructive surgery at Concord Hospital, said the campaign highlights a misunderstood aspect of sun exposure.

“Many Australians do not realise that UV exposure in the car creates damage over time, and it can be just as harmful as time spent outdoors if UV levels are high,” she said. “Although UVB does not typically penetrate glass, UVA does, reaching deeper layers of the skin where it contributes to long-term DNA damage and ageing.”

Beyond awareness, the campaign includes a practical element, with mycar rolling out 55,000 UV-sensitive ‘Sun Spot’ stickers across its network. The stickers change colour when UV is detected, prompting drivers to consider sun protection.

Adele Coswello, chief customer officer at mycar, said the campaign reflects a broader shift in how the brand engages with customers.

“Australians spend significant time behind the wheel driving on average 12,000kms a year, behind only the US and Canada, and our research showed this is an area where more awareness is needed. Sunburnt Car was created to bring that message to life in a way that could prompt action,” she said.