BENTON HARBOR, Mich., July 14, 2015 /PRNewswire/ -- Maytag brand, a historic brand proud of its strong American heritage, launches its first national integrated campaign of the year today. A new television ad follows last year's award-winning campaign with the evolution of the Maytag Man as "the machine" – the human embodiment of the brand's core values of reliability, durability and power – instead of the Repairman featured in the past.
The new spot, whose setting emulates that of the actual Maytag laundry production facilities in Ohio, will air tonight, during a legendary American event – the Major League Baseball All-Star Game. This marks the first time the brand has aired an advertisement during a live MLB broadcast, but the linkage of a brand with a long American history and America's favorite pastime is a natural connection.
In addition to the Maytag Man, five current Maytag factory employees are featured in the ad after winning a company-wide contest asking them to share why they love working for one of America's most recognized brands.
"I am honored to be featured in the new Maytag ad," says Andrew Browning, of Clyde, Ohio who works the third shift at the Maytag washer facility. "I'm proud to work for a company with such strong American roots that prides itself on making dependable appliances."
Browning is joined in the ad by fellow Maytag employees Sue Kelty of Amana, Ohio; Russell Swanson of Findlay, Ohio; Mike Jones of Marion, Ohio; and Sherry White of Tulsa, Oklahoma. Each was selected for the ad after submitting a personal video testimonial explaining their pride in the Maytag brand whose laundry appliances are designed, engineered and assembled in America. As a testament to the appreciation and loyalty among Maytag employees in the U.S. appliance facilities, many of them are second and third generation workers and carry a Maytag legacy in their own families.
All-American Integrated Campaign
The television advertisement is one part of a full-scale integrated campaign, including a partnership with Major League Baseball, digital banner ads, online influencer partnerships and social media. As part of the campaign, Maytag will provide its continued support of the Boys & Girls Clubs of America.
"This year's campaign is the next installment of the award-winning Maytag Man, and we're excited to shine a spotlight on some of the hard-working American craftsmen and women who build our appliances," says Brendan Bosch, Maytag senior brand manager. "Being 'better built' has been a Maytag brand heritage trait, starting with our washers and dryers, and we take pride in continuing to support this tradition with extensive product research and testing."
The July ad, created by DigitasLBi and directed by Mathew Cullen of Motion Theory, features a glimpse of the new Maytag Top Load washer and dryer. Later this month, Maytag will debut a new set of television spots dedicated to the latest laundry pair, which features best cleaning in its class thanks to a PowerWash® cycle1 that removes tough stains in a single wash, and a dryer with the capacity and features to dry loads faster2 , as a result of its industry-exclusive PowerDry cycle.
About Maytag Brand
For more than a century, Maytag brand appliances have been synonymous with dependability and durability. For over 100 years- Maytag brand has an enduring tradition of quality production and powerful performance. Durable, commercial-grade components are found in many Maytag brand appliances – including Maytag® front-load and top-load washers and dryers. Maytag brand also offers a full range of kitchen appliances - Maytag® dishwashers with the PowerBlast®cycle, Maytag® refrigerators with the Powercold® option, as well as Maytag brand ranges, cooktops and ovens with Power™ burner and Power™ element options. In January 2014, the Maytag brand introduced America to the Maytag Man – a dependable machine and the human embodiment of the durability, reliability and power inside all Maytag brand appliances. In addition to creating durable appliances, Maytag brand also is a dependable partner to the Boys & Girls Clubs of America in their effort to support communities across America and help young people achieve great futures. For more information about Maytag brand, please visit Maytag.com, or find us on Facebook at Facebook.com/Maytag, Twitter at @MaytagBrand or @TheMaytagMan and Instagram at instagram.com/Maytag.
1 Based on 18-pound load, among leading top load brands, 5.0-5.9 cu. ft. capacity, PowerWash® cycle vs. comparable cycles and default settings
2 Electric Only, Compared to Normal cycle