Burnett Recycles Maytag Repairmen for Cheez-It

CHICAGO Leo Burnett uses iconic characters from one of its clients to help advertise another sponsor in a new spot for Cheez-It crackers.

A television commercial from the Chicago agency features the Maytag repairmen promoting the Kellogg-owned snack. The ad shows one of the Maytag men sitting at a desk watching television and eating Cheez-It crackers. He receives a call from a customer complaining that her washer is leaking and needs help. “Is the water over your head yet,” the Maytag repairman asks before declining to help. “Nice try, rookie,” he calls to the younger repairman offscreen.

The spot concludes with Cheez-It’s longtime tag, “Get your own box.”

The commercial, directed by Jim Gartner of Gartner Films, is not the first time the two repairmen have been used to promote another company’s product. In 2002, they appeared in a spot for the Chevrolet Impala. That ad was created by Chevy’s lead agency, Interpublic Group’s Campbell-Ewald in Warren, Mich.

Dave Linne served as creative director and copywriter. Mark Oosthuizen was creative director and art director.

Campaign spending was not disclosed. The client spent nearly $35 million on advertising from January through October 2004, according to Nielsen Monitor-Plus.