CarMax and Beetlejuice Team Up for a Unique Campaign
CarMax, Inc. (NYSE: KMX), the largest retailer of used cars in the United States, is thrilled to announce the launch of its latest campaign: "BeetleMax: The Way Car Buying Shouldn't Be." This creative initiative, developed in partnership with Warner Bros. Pictures, aligns with the much-anticipated release of the film "Beetlejuice Beetlejuice."
Humorous Storytelling to Engage Viewers
In this campaign, CarMax takes viewers on a whimsical journey through a car dealership overseen by the mischievous Beetlejuice. Sarah Lane, SVP and Chief Marketing Officer at CarMax, explains that this character embodies the frustrations often felt during car buying, highlighting how the CarMax experience stands out as a better alternative.
The heart of the BeetleMax campaign is a 90-second hero film that showcases a comedic and chaotic adventure within a quirky car dealership. The film features beloved characters from "Beetlejuice Beetlejuice" and nostalgic elements that pay homage to the original film, effectively blending advertising with entertainment. Additionally, CarMax has created a unique Model Town and incorporated the iconic Shrinkers, adding a humorous twist to the classic “Day-O” song.
Working Together with Warner Bros. Pictures
Warner Bros. Pictures, renowned for its beloved franchises, plays a crucial role in this collaboration. Dana Nussbaum, EVP of Worldwide Marketing for Warner Bros. Pictures, expressed excitement about this innovative partnership, emphasizing how it enhances the cinematic experience for fans while promoting CarMax's brand.
The Creative Minds Behind the Campaign
The BeetleMax campaign was conceptualized by The Martin Agency and features two distinct advertisement spots that will be adapted into various lengths for both television and online platforms.
This exciting initiative involved a collaborative effort from many talented individuals:
- Director: Ulf Johansson, known for his award-winning commercials.
- Executive Producer: Phillipa Smith, recognized for her contributions to various film and television projects.
- Director of Photography: Andrejz Sekula, celebrated for his work on iconic films.
- Production Designer: Steve Smithwick, who brings valuable European expertise.
- Model Town creators: Scenic Sets, skilled at crafting engaging environments.
- Wardrobe Stylist: Vicki Russell, known for her impactful costume work.
- Choreographer: Litze Bixter, who curated captivating 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 launched through a strategic marketing plan that includes television broadcasts, online videos, and an active social media presence. Initial teasers for the Model Town videos were made available for audiences to view in mid-August, with the full hero videos set to follow closely after.
About CarMax
As the leading retailer of used vehicles, CarMax has transformed the automotive industry through its dedication to customer integrity, honesty, and transparency. The company allows customers to choose their shopping experience, whether online or in-store. In the most recent fiscal year, CarMax successfully sold around 770,000 used vehicles. Additionally, CarMax Auto Finance originated over $8 billion in receivables during this period, showcasing its strong 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 making a positive impact, the company takes pride in its corporate responsibility efforts, which can be explored further in their recent responsibility report.
About Beetlejuice Beetlejuice
This latest installment invites audiences back to a familiar world where three generations of the Deetz family once again confront Beetlejuice. With an engaging mix of supernatural challenges, viewers will witness how a new generation navigates the chaos surrounding this iconic character.
Frequently Asked Questions
What is the BeetleMax campaign about?
The BeetleMax campaign by CarMax humorously illustrates car buying experiences through the lens of the Beetlejuice character.
When was the BeetleMax campaign launched?
The campaign was launched alongside the release of the film Beetlejuice Beetlejuice, with promotional content available starting in mid-August.
Who directed the BeetleMax hero video?
The hero video for the campaign was directed by Ulf Johansson, a well-regarded commercial director.
What are some features of the BeetleMax campaign?
This campaign includes a 90-second hero video, nostalgic references, beloved characters, and entertaining interactions that highlight the car buying experience.
How does CarMax aim to improve the car buying experience?
CarMax focuses on transparency, customer choice, and integrity in every interaction to transform how people experience buying cars.
