CarMax The Way it Should Be by The Martin Agency
- Location:
New work for CarMax launched as an extension of the campaign 'The Way It Should Be.'
The new campaign has evolved to reflect that at CarMax, they are continually challenging themselves to meet the customers where they are, with a genuine focus on what matters to people.
'CD Changer featuring Fred Durst' features a special cameo from Fred Durst and a nod to his famous song, Nookie. The spot demonstrates the fact that CarMax will buy any car from you. They might not sell it, but they will buy any car. Even ones that only blast Limp Bizkit. Because that's the way it should be.
'Zero to Sixty' pushes on the pain point of having to fill out so much paperwork when buying a new car. That's why CarMax let's you start your paperwork at home. So, you when you visit a CarMax lot you can drive off in no time.
The OOH billboards are focused in Dallas and Boston, two of the newest omni channel markets for CarMax.
The Dallas board is one of the top 5 biggest billboards in the US at 27,000 sq. ft.
The Boston board is a fun play on the Boston accent while driving attention for the brand and its new offerings.
Credits
Client: CarMax
Chief Marketing Officer: Jim Lyski
Vice President, Marketing Services: Laura Donahue
Director, Brand Video & Sports Marketing: Michael Reeder
Manager, Marketing Operations: Emily Layman
Agency: The Martin Agency
EVP, Chief Creative Officer: Karen Costello
EVP, Executive Creative Director: Jerry Hoak
SVP, Group Creative Director: Anne Marie Hite
SVP, Group Creative Director: Jordi Martinez
Associate Creative Director: Rique Santiago
Copywriter: Graham Unterberger
VP, Creative Director/Copywriter: Dave Muhlenfeld
SVP/Managing Director,
Production & Digital: Tasha Dean
Integrated Content Producer: Lauren Galanides
Junior Producer: Dina Alemu
SVP, Group Account Director: Walker Teele
Account Director: Hill Shore
Account Supervisor: Ellie Johnson
Account Executive: Myna Sharma
VP/Group Director,
Communications Strategy: Taylor Grimes
Planning Director: Cecelia Parrish
Associate Strategic Planner: Gabby Perretta
Associate Director, Business Affairs: Alice Isner
Associate Director, Financial Affairs: Kelly Clow
SVP, Group Project Manager: Karen Baber
Project Manager: DeeDee Hamad
Production
Production Company: SMUGGLER
Director: Michael Clowater
Director of Photography: James Whitaker
1st AD: Anthony Dimino
Executive Producer: Drew Santasiero
Line Producer: Karen O’Brien
Production Supervisor: Rodney Anderson
Production Coordinator: April Valeros
Asst. Production Coordinator: Philip Hirose
Editorial
Editorial Company: Friendshop!
Editor/Partner: Ben Suenaga
Assistant Editor: Micah Chase
Senior Producer: Adam Roe
Executive Producer: Melissa Mapes
Finishing
Finishing House: Running with Scissors
Senior Flame Artist: Chris Hagen
Associate Flame Artist: Paul Weiderholt
Senior Producer: Katherine Brakman
Head of Production: Brian Creech
Animation
Animation Studio: Hue & Cry
Producer: Cloie Leger
Executive Producer Whitney Green
Color
Color: CO3 – Los Angeles
Colorist: Sean Coleman
Color Producer: Matt Moran
Sound
Audio Post Facility: Rainmaker
Producer: Isaac Whalen & Kristin O’Connor
Sound Designer and Mixer: Jeff McManus & Mike O’Connor
Music
Music Company: We Are Walker
Composers: Various Composers
Executive Producer: Abbey Hendrix