In Pixar’s Cars, Rust-eze is painted on Lightning McQueen’s racing body.
Rust-eze is a fictional bumper-ointment brand whose sponsorship supports McQueen at the beginning of the film. The company’s owners, Rusty and Dusty Rust-eze, promise him a Dinoco sponsorship if he wins the Piston Cup, making the brand important to his early ambition.
McQueen initially treats Rust-eze as an embarrassing association because he wants the prestigious Dinoco colors. His attitude changes as he learns that the Rust-eze team and its owners have supported him. The sponsor therefore helps illustrate the film’s contrast between status and loyalty.
Dinoco is a different fictional brand and the prize McQueen hopes to join. Octane Gain and RPM are other Piston Cup sponsors seen in the racing world. Rust-eze remains connected with McQueen in later films, although his designs and professional relationships evolve.