The Maytag Man: Reinventing an American Icon

2015 Gold Effie Award (Brand Renaissance)
2015 Silver Effie Award (Home Furnishings / Appliances)
2015 Silver National Addy Award (Integrated Campaign)
2015 Best of Show Chicago Addy Award
2015 Best in Category Gold Chicago Addy Award (Integrated Campaign)

We were tasked with reinventing a 50 year old American icon: the Maytag Repairman. "Ol' Lonely," and the brand itself, had lost relevance with contemporary audiences, and sales were in steady decline. So the man became the machine, the embodiment of the human virtues inside every Maytag appliance. And a new era of dependability was born. The fully integrated campaign included brand and product TV spots, online content, OLA, social media and print.

Refrigerator Running

Dish Duty

Tough Loads

Mini-cupcakes

Maytag Manthem

Campaign Case Study