Michael Bay directs Maaco commercial touting the latest Transformers movie
When famed director Michael Bay says he wants to direct your commercial, it’s best to let him. That’s what happened with the latest spot for Maaco, the auto paint company.
To celebrate Maaco’s 45th anniversary, and to reach a new generation of millennial-aged customers, the company launched a national partnership with Paramount’s ‘Transformers: The Last Knight'.
Bay saw the concept for the spot from the Tombras Group and decided it would be a good one for him to direct.
In the spot, a woman with a can of spray paint, seemingly looking to get back at a cheating boyfriend, spray paints “Brad Sucks” on his immaculate yellow Chevy Camaro. After she’s done, another woman comes over and points to another yellow Camaro across the street with a B-Rad license plate. Realizing she sprayed the wrong car, she utters the trademark tag, “Uh-oh, better get Maaco”.
Just then, the spray painted Camaro transforms into Bumblebee, the Transformer from the movie. It ends with a “transform your car today for as little as $299” special on auto painting, along with a promo for the movie, which is set to be released on June 21.
The nationally-integrated campaign will run on TV with 15- and 30-second spots, as well as have print, digital and social media elements. The initiative extends to more than 500 shops with special offers for consumers.
“We’ve been transformation specialists for 45 years, so the partnership with ‘Transformers: The Last Knight’ is ideal for us,” said Jason Ryan, president of Maaco. “Consumers of all ages love the heroic action of the Transformers movies, and this provides a way to build new awareness of the Maaco brand. It also provides an excellent new vehicle to reach the millennials as an entirely new generation of customers.”
Maaco is running the spots to help drivers make over their dented, dinged or faded cars in time for summer driving – and maybe even drive-in movie-going. Stores will feature movie-themed signage and banners, and there will be special messaging to consumers for a chance to win movie tickets and even a trip to LA through an online sweepstakes.
“This was a unique creative opportunity to work with two iconic brands and explore their shared equity around cars,” said Dooley Tombras, executive vice president, The Tombras Group. “We also wanted to leverage the tagline “Uh-oh, Better Get Maaco” in a fun and unexpected way. The work was designed to recruit in new Maaco customers and generate excitement for the movie release.”
CREDITS
Creative Director: Charlie Andrews
Writer: Jason Brown
Art Director: Brian Feeney
Producer: Charlie Andrews
Production Co.: Industry Creative in cooperation with Paramount Pictures
Editing Co.: Wiser Post (LA), Elastic Pictures (Knoxville)
Director: Michael Bay
Music: Auralation Audio, Knoxville
Sound design/mix: NPall Audio, Nashville
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