Maytag's iconic spokesperson the Maytag Repairman is out of a job. Now, the appliance brand and its leading ad agency DigitasLBi are introducing the Maytag Man, an upgraded and modernized version of the repairman.
Still dressed in the classic blue-collar suit and hat, the Maytag Man is part of the marketer’s new "What's Inside Matters" campaign, which was developed by Team 180 at DigitasLBi.
"Today, those same virtues that so many hold dear are alive and well in the Maytag brand – they just need to be reminded of it,” said William Beck, Senior Director, Maytag, Whirlpool, Value Brands and Channel Marketing. “We tapped into that emotional connection with the intent of creating something relatable and contemporary for our consumers," Beck added.
The new spots depict the Maytag Man as familiar household machines. At different points in the ads he holds food as if he were a refrigerator and later, dishes to suggest that he is a dishwasher as he is talking about the attributes of the appliances.
“For generations, Maytag has stood for durability, reliability and power," says Maytag's Beck. "He is the machine - if the appliance washes, he washes. If the appliance cools, he cools. We bring these qualities to life by portraying the Maytag Man as the actual machines.”
The old Maytag Repairman (played by the renowned character actor Jesse White) on the other hand, famously sat idle and bored to illustrate that Maytag products would never need repair work.
This Maytag campaign will showcase current and new kitchen and laundry products throughout the year. Four TV commercials will air beginning March 3, and the Maytag Man will be active on Twitter, Facebook, YouTube, and via interactive digital videos. Additionally, a real-life version of the Maytag Man will make various in-store appearances.
LA-based Harvest Films was tapped for production of the new ads.