CarMax and Beetlejuice Team Up for Unique Campaign
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CarMax and Beetlejuice Partner for a Unique Campaign
CarMax, Inc. (NYSE: KMX), the largest retailer of used cars in the nation, is excited to announce the launch of its latest campaign: "BeetleMax: The Way Car Buying Shouldn't Be." This inventive campaign, developed in collaboration with Warner Bros. Pictures, coincides with the highly anticipated film "Beetlejuice Beetlejuice."
Engaging Storytelling Through Humor
CarMax takes viewers on a wild ride through a car dealership presided over by the mischievous Beetlejuice. According to Sarah Lane, SVP and Chief Marketing Officer at CarMax, this character is genuinely representative of how car buying shouldn't feel, emphasizing why the CarMax experience is superior.
The centerpiece of the BeetleMax campaign is a 90-second hero film that presents a comedic and chaotic journey through a whimsical car dealership. The film features beloved characters from "Beetlejuice Beetlejuice" and nostalgia-infused elements that closely tie back to the original film, effectively merging advertising with entertainment. Furthermore, CarMax crafted a quirky Model Town and incorporated the iconic Shrinkers while adding a humorous twist to the classic “Day-O” song.
Collaboration with Warner Bros. Pictures
Warner Bros. Pictures, known for its beloved franchises, plays a pivotal role in this collaboration. Dana Nussbaum, EVP of Worldwide Marketing for Warner Bros. Pictures expressed enthusiasm for this innovative partnership, focusing on how it enhances the cinematic experience for fans while promoting CarMax's own brand.
The Creative Team Behind the Campaign
The BeetleMax campaign was conceptualized by The Martin Agency, and includes two distinct advertisement spots which will be adapted into various lengths for television and online platforms.
This exciting campaign involved a collaborative effort from numerous talented individuals:
- Director: Ulf Johansson, renowned for his award-winning commercials.
- Executive Producer: Phillipa Smith, recognized for her contributions to diverse film and television projects.
- Director of Photography: Andrejz Sekula, celebrated for his work on iconic films.
- Production Designer: Steve Smithwick, bringing valuable European expertise.
- Model Town creators: Scenic Sets, adept at creating engaging environments.
- Wardrobe Stylist: Vicki Russell, known for her impactful costume work.
- Choreographer: Litze Bixter, who curated compelling choreography for the pieces.
- Costume Design Mentor: Academy Award-winner Colleen Atwood, lending her expertise in costume creation.
- Makeup Artists: Neal Scanlan and Katie Newitt, both acclaimed for their groundbreaking work in animatronics and special effects.
- Production Design Advisor: Mark Scruton, known for his contributions to successful projects.
Campaign Launch and Availability
The BeetleMax campaign will be rolled out through a strategic marketing plan incorporating television broadcasts, online videos, and robust social media content. The initial teasers for the Model Town videos were available for audience viewing in mid-August, with the full hero videos set to follow shortly after.
About CarMax
As the leading retailer of used automobiles, CarMax revolutionized the automotive industry through its commitment to customer integrity, honesty, and transparency. The company enables customers to choose their shopping experience, whether online or in-store. In a recent fiscal year, CarMax successfully sold around 770,000 used vehicles. Additionally, CarMax Auto Finance originated over $8 billion in receivables during the recent fiscal period, reflecting its robust financial portfolio.
With 245 store locations and nearly 30,000 associates, CarMax has been recognized for two decades as one of the Fortune 100 Best Companies to Work For. Committed to positive impact, the company prides itself on its corporate responsibility efforts, which can be further explored through their recent responsibility report for further insights.
About Beetlejuice Beetlejuice
This latest installment takes audiences back to a familiar world where three generations of the Deetz family confront Beetlejuice once again. With an appealing mix of supernatural challenges, audiences will experience how a new generation navigates through the chaos surrounding this iconic character.
Frequently Asked Questions
What is the BeetleMax campaign about?
The BeetleMax campaign by CarMax creatively presents a humorous portrayal of car buying experiences through the lens of the Beetlejuice character.
When was the BeetleMax campaign launched?
The campaign was launched in conjunction with the release of the film Beetlejuice Beetlejuice, with promotional content available from mid-August onward.
Who directed the BeetleMax hero video?
The campaign's hero video was directed by Ulf Johansson, an acclaimed commercial director.
What are some features of the BeetleMax campaign?
The campaign features a 90-second hero video, nostalgic references, beloved characters, and fun interactions that highlight car buying experiences.
How does CarMax aim to improve the car buying experience?
CarMax focuses on transparency, customer choice, and integrity in every interaction to revolutionize how people experience buying cars.
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