Major appliance brand Maytag has a new campaign in the spin called "What's Inside Matters." I haven't seen it yet, but from the description I'm thinking it has a kind of Toy Story feel, since it
follows the daily adventures of a doll and blanket. The title, according to the company, is a kind of double-entendre referring both to what the machines are made of and what people put in them.
The campaign, by creative AOR Arc Worldwide, part of Leo Burnett, comprises two TV spots. They follow the family blanket and a favorite doll through their daily travails, including a fateful
meeting with stains, that get dealt with in the Maytag machine, with the point being that Maytag parts and technology work together to care for these items when they're needed most.
"We
pinpointed why dependability matters for consumers and what that means for Maytag as we developed this campaign," said William Beck, director of Maytag marketing, in a company release. "On an
emotional level, we know it's about more than how the appliances are made and the specific high-performing parts inside. A washer and dryer must properly care for valued items like a child's
beloved stuffed animal or a favorite shirt to be dependable, and that's what we believe is conveyed with this campaign."
"It was time to expand on the parts and pieces story and put a more
relevant, human spin on dependability," said Jim Paul, VP/Creative Director at Arc Worldwide. "[the campaign] allows us to add an emotional dimension and give consumers more of a reason to care
about our dependability. Now when they hear about all those commercial grade parts, they'll know why we put them there." The company introduced the Maytag Maxima front-load laundry series last
fall. The company says future campaign elements will focus on kitchen major appliances with online and offline initiatives coming as well.