In Pixar’s Cars, Lightning McQueen’s sponsor before he joins Dinoco is Rust-eze.
Rust-eze is a fictional medicated bumper ointment whose founders, Rusty and Dusty Rust-eze, sponsor McQueen at the start of his racing career. Their support gives him his first major opportunity, even though he initially treats the brand and its owners dismissively.
McQueen’s goal in the first film is to win the Piston Cup and move from Rust-eze to Dinoco, the more prestigious sponsor associated with the retiring champion Strip Weathers. His choices in Radiator Springs eventually lead him to value loyalty over the most lucrative offer.
Rust-eze remains an important brand across the Cars franchise. The name is often confused with Allinol, which belongs to Cars 2, and Dinoco, which is the sponsor McQueen hopes to earn in the original film.