Maytag: Reinventing an American Icon  

Gold Effie Award (Brand Renaissance)
Silver Effie Award (Home Furnishings/Appliances)
Silver National Addy Award (Integrated Campaign)
Bronze Clio Award
Best in Show - Chicago Addy Awards
Best in Category Gold Chicago Addy Awards
(Integrated Campaign)
Gold Chicago & District Addy Award
(Elements of Advertising - Film & Video)
Silver Chicago Addy Awards
(Single Spot, Special Effects, Editing, & Interactive)

We reinvented Maytag's most valuable brand asset to be more relevant and reclaim its stake as the most dependable appliance brand. With a fully integrated campaign that spread across all media touch points, The Man became the machine, the embodiment of the human virtues inside every Maytag appliance. And the machine had a new look, a new voice and brand new attitude.

Anthem TV Spots

Product Spots

Year One Spots

Mobile-Specific Ads

To demonstrate the benefits of fingerprint-resistant stainless steel, we created a mobile-only video, breaking the fourth wall to leverage the most fingerprinted surfaces of all — your mobile screens. The video cuts to black to show how pervasive finger filth is, calling attention to the smudges on your screen.

Our Haptic Technology Mobile Video Ad used synchronized vibrations that mimic the buzz of a drill, the jolt of a weld,
or the rumbling of a conveyor belt. Mobile Marketer named it one of the top 10 mobile ad campaigns of 2015.

Social

Maytag Your Selfie

We tapped into the #selfiesunday trend and rewarded people for striking a pose with their appliance, with a chance to win a new Maytag and to have the Maytag Man dropped into their photo. Two videos promoted the contest and we used the entries to spread awareness.

Print Ads