- CarMax unveiled a brand new brand positioning and tagline because it doubles down on omnichannel retail capabilities that span in-store and online shopping, in keeping with a press release.
- The largest used automobile marketplace within the U.S. is ditching “The way automobile buying needs to be,” a tagline it used for greater than 20 years, in favor of “Wanna Drive?” New ads reinforce how CarMax enables customers to buy and sell the best way they “wanna,” with a comedic house band providing the spots with a musical flair.
- Developed with 72andSunny Los Angeles, the creative is airing across linear TV, streaming, social, digital and audio. Digitas handled media strategy on the hassle.
CarMax desires to more strongly differentiate from rivals which can be either online-only or brick and mortar with the pitch that it could actually do each, and even seamlessly toggle between the 2 retail channels based on customer preference.
The brand has worked over the past several years to fine-tune its omnichannel know-how, including through investments in artificial intelligence — it was an early ChatGPT adopter, per Modern Retail — and its mobile app. CarMax’s Net Promoter Score, a metric that tracks how likely consumers are to recommend a services or products, currently sits at its highest level for the reason that company launched its digital capabilities nationwide, the announcement said.
Those tech-led strengths are at the middle of “Wanna Drive?” and a brand new promoting campaign fronted by the CarMax House Band. The repositioning marks a “pivotal brand moment,” per press materials, and CarMax’s biggest creative shifts in years. Ads show the CarMax House Band following used automobile buyers and sellers, using humorous lyrics to narrate how customers are answerable for every decision along the trail to buy or eliminating an old vehicle.
The peppy group is fronted by Tom McGovern, Ethan Edenburg and Eric Jackowitz, who make up the comedy trio Wolves of Glendale, in addition to saxophonist Marta Tiesenga and multi-instrumentalist Jay Hemphill. Montreal-based producer Lubalin composed the songs while Kate Hollowell, of Epoch Films, served as director for the spots, which appear in 30-, 15- and six-second versions.
This is CarMax’s first major campaign with 72andSunny Los Angeles since appointing the Stagwell-owned shop its creative agency of record in April. Publicis Groupe’s Digitas was recently put accountable for the brand’s media.
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