Maytag brand, a historic brand proud of its strong American heritage, launches its first national integrated campaign of the year today. A new television ad follows last year’s award-winning campaign with the evolution of the Maytag Man as “the machine” – the human embodiment of the brand’s core values of reliability, durability and power – instead of the Repairman featured in the past.
The new spot, whose setting emulates that of the actual Maytag laundry production facilities in Ohio, will air tonight, during a legendary American event – the Major League Baseball All-Star Game. This marks the first time the brand has aired an advertisement during a live MLB broadcast, but the linkage of a brand with a long American history and America’s favorite pastime is a natural connection.
In addition to the Maytag Man, five current Maytag factory employees are featured in the ad after winning a company-wide contest asking them to share why they love working for one of America’s most recognized brands.
“I am honored to be featured in the new Maytag ad,” says Andrew Browning, of Clyde, Ohio who works the third shift at the Maytag washer facility. “I’m proud to work for a company with such strong American roots that prides itself on making dependable appliances.”
Browning is joined in the ad by fellow Maytag employees Sue Kelty of Amana, Ohio; Russell Swanson of Findlay, Ohio; Mike Jones of Marion, Ohio; and Sherry White of Tulsa, Oklahoma. Each was selected for the ad after submitting a personal video testimonial explaining their pride in the Maytag brand whose laundry appliances are designed, engineered and assembled in America. As a testament to the appreciation and loyalty among Maytag employees in the U.S. appliance facilities, many of them are second and third generation workers and carry a Maytag legacy in their own families.
All-American Integrated Campaign
The television advertisement is one part of a full-scale integrated campaign, including a partnership with Major League Baseball, digital banner ads, online influencer partnerships and social media. As part of the campaign, Maytag will provide its continued support of the Boys & Girls Clubs of America.
“This year’s campaign is the next installment of the award-winning Maytag Man, and we’re excited to shine a spotlight on some of the hard-working American craftsmen and women who build our appliances,” says Brendan Bosch, Maytag senior brand manager. “Being ‘better built’ has been a Maytag brand heritage trait, starting with our washers and dryers, and we take pride in continuing to support this tradition with extensive product research and testing.”
The July ad, created by DigitasLBi and directed by Mathew Cullen of Motion Theory, features a glimpse of the new Maytag Top Load washer and dryer. Later this month, Maytag will debut a new set of television spots dedicated to the latest laundry pair, which features best cleaning in its class thanks to a PowerWash® cycle1 that removes tough stains in a single wash, and a dryer with the capacity and features to dry loads faster2 , as a result of its industry-exclusive PowerDry cycle.