For decades, Maytag was a legacy brand with a spokesperson who was getting a little long in the tooth. The Old Lonely Maytag Man was no longer relevant: people didn’t know what the brand or the Man stood for any more (also the “repairman” went the way of the milkman). We changed that by making the Maytag Man the machines themselves—and retooling the creative strategy to reignite a long dormant brand. The new Maytag Man represented everything that is great about the brand: hardworking, reliable, serious-but-not-too-serious. He and the new tone, look and positioning helped turn the brand around, giving it a new legacy that still carries on.

Awards:
2015 Gold Effie Award (Brand Renaissance)
2015 Silver Effie Award (Home Furnishings/Appliances)
2015 Silver National Addy Award (Integrated Campaign)
2015 Best in Show - Chicago Addy Awards
2015 Best in Category Gold Chicago Addy Awards (Integrated Campaign)

Agency: Leo Burnett/Digitas Chicago
Creative Team: Mike Frease (ECD), Louie Calvano (CD), Jeremy Bacharach (CD), James Collins (AD/Design)