CarMax Asks Consumers, 'Wanna Drive?'

CarMax wants consumers to dance their way through the car-buying and selling experience.

“This marks the first joint campaign since 72andSunny Los Angeles was named CarMax’s creative agency of record, and the brand’s first major creative shift in years,” according to Little Black Book. “This is a pivotal brand moment for CarMax -- one that goes beyond a single campaign.”

The automotive retailer is embarking on a new brand positioning, campaign and tagline alongside upbeat spots.

“The largest used car marketplace in the U.S. is ditching ‘The way car buying should be,’ a tagline it used for more than 20 years, in favor of ‘Wanna Drive?’” according to Marketing Dive. “New ads reinforce how CarMax enables customers to shop and sell the way they ‘wanna,’ with a comedic house band providing the spots with a musical flair.”

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The CarMax House Band follows customers from start to finish in two spots: "Multitasker" and “Wanna Drive Buying.”

“With their kicky licks and wholesome image, they’re like a geek chorus, providing pop commentary in snappy spots that break today,” according to Muse by Clio. “Epoch’s Kate Hollowell lensed the amiable ads. She’s fast becoming a go-to director for musical marketing merriment, having also helmed Panda Express’ popular singing aunties commercials a few months back.”

The creative is running across linear TV, streaming, social, digital and audio. Digitas handled media strategy on the effort.

“Wanna Drive?” isn’t just a tagline – it’s a commitment that customers are empowered to buy their way, with the clarity, confidence and control to navigate the journey on their terms, according to the company.

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