DigitasLBi Chicago launched a new spot for Maytag Man, the latest in the agency’s Effie-winning campaign for Maytag.
The spot, entitled “Factory,” follows the Maytag Man on a visit to Maytag’s Marion, Ohio factory, at which point something strange happens. While stating “They don’t just build Maytag washers here, they build big, beautiful monuments to dependability,” it becomes clear that workers are building the Maytag Man himself, over and over again. He promotes Maytag washers as living up to “a certain standard” since they’re designed and engineered in America, before transforming into one of the machines at the end of the spot.
It’s an odd approach, making for some bizarre moments, but at least it’s clear by the end of the 60-second spot that DigitasLBi will not be turning the Maytag Man into a robot, and is simply using him as a personification for Maytag integrity. Maytag chose real employees to be featured in the ad, selected via a contest that called on them to explain in a video why they are proud to work for the company. A 30-second spot debuted last night, with the full version premiering tonight during the MLB All Star game.