Maytag Repairman Search

How do you revitalize a trusted-but-aging appliance brand and a somewhat antiquated advertising icon?

To start with, we felt like it was time for a new twist on that icon. Working with Publicis NY we went on search for the next Maytag Repairman. He'd need to personify the classic Maytag ideals— trustworthy, dependable and reliable—but he'd also need to be more energetic, young at heart and accessible.

Aware of the changing conversation that consumers and brands engage in, we went on a search for the "everyman"—and opened it up to every man. A nationwide casting call with open auditions in Los Angeles, Chicago and New York.