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If you've seen Comedy Central's Review then you know comedian Andy Daly's wonderfully dry, earnest delivery and that's exactly what he's employing in a new campaign for CarMax.
The new spots, from Durham, N.C.,-based McKinney, use humor to comfort consumers while they prepare to make such a major purchase, like that of a car, according to CarMax's CMO Jim Lyski.
"We wanted to help put consumers at ease and here's this guy, this character that Andy plays, and it felt like a good fit because he can be really funny and disarming but he's also very earnest," said Lyski.
He added: "The brand is never the punchline; it's kind of that self-deprecation that he helps provide and so the humor is a bit disarming but his earnestness helps reinforce the seriousness of this decision for consumers."
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