Maytag(R) Brand Launches New Advertising Campaign Features the New Maytag(R) Repairman Major Component of Integrated

Marketing Campaign

    BENTON HARBOR, Mich., May 1 /PRNewswire-FirstCall/ -- Maytag(R) brand
 launches today its first major advertising campaign since being acquired by
 Whirlpool Corporation last year and its first national campaign featuring
 the new Maytag(R) Repairman, played by Clay Jackson who was recently
 discovered during a nationwide, public search involving more than 1,500
 people. The first of three national television commercials will begin
 airing today on top-ranked shows including Fox Network's American Idol.
     (Logo: )
     The new commercials are part of a robust, integrated marketing campaign
 to revitalize the 100-year-old Maytag brand and reinforce its unequaled
 tradition of quality and dependability. Jackson, as the new Maytag
 Repairman, will play a major role in bringing those qualities to life.
     Instead of waiting for the phone to ring, as historically portrayed in
 the Maytag Repairman's 40-year legacy, the new brand icon plays a more
 active role by leaving the office and searching for other things that need
 to be fixed.
     "These spots give the first glimpse into the new Maytag Repairman's
 role and will have viewers wondering where he might show up next," explains
 Jeff Davidoff, vice president of brand marketing and communications,
     The first commercial will appear nationally today with two additional
 spots airing in the coming months. The spots will air on top-rated programs
 such as American Idol, Good Morning America, Live with Regis & Kelly,
 Oprah, The Ellen DeGeneres Show, Dancing with the Stars, Grey's Anatomy and
     In addition to featuring the Maytag Repairman, the three commercials
 will highlight several products including the Maytag(R) Epic(TM) Front Load
 washer and dryer, the new Maytag(R) Centennial(TM) Top Load washer and
 dryer and the Maytag(R) Ice2OTM French door bottom-freezer refrigerator.
     Publicis New York, Maytag brand's advertising agency of record, created
 the spots. "The campaign is smart, edgy and funny. Each spot will feel a
 bit unexpected and will not have a specific formula - which allows us to
 keep the campaign fresh and provides the freedom to bring it in new,
 relevant directions," notes Ed Han, senior vice president, creative
 director, Publicis.
     The approach and storyline are designed to easily transfer to future
 applications of the Maytag Repairman campaign - including additional
 television, interactive, print, radio and public appearances.
     Background on the Maytag Repairman
     Created in 1967, the Maytag Repairman has become an iconic advertising
 and marketing figure and is the longest running real-life advertising
 character on network television. Jackson is the fourth person to portray
 the brand icon during its 40-year existence -- but he's not your father's
 Ol' Lonely(R). The newly announced Maytag Repairman sports a new uniform, a
 new attitude and is an evolution of the dependable character that first
 appeared on national television in 1967. After participating in the brand's
 first-ever public search that included union calls and open auditions,
 Jackson was unanimously chosen by the brand's executive search team as the
 spokesperson capable of bringing the core values of the Maytag brand to
 life. "Clay is perfect for our new take on the role. He's energetic,
 young-at-heart and outgoing while still being dependable and reliable,"
 states Davidoff.
     More About the Integrated Marketing Campaign
     The new Maytag brand advertising is part of a multi-media, integrated
 marketing campaign that includes several other components: the brand's new
 Web site (, all new point-of-purchase materials and
 literature and several other elements that are designed to revitalize the
 Maytag brand and illustrate its commitment to dependability and quality.
     In addition to Publicis, several other agencies are playing a part in
 the integrated marketing campaign. Arc Worldwide Chicago, interactive
 agency of record for Maytag brand, helped redesign and launch the brand's
 new Web site and create the Maytag Repairman's site
 ( where behind-the scenes footage, the new
 television ads and ongoing coverage of the Maytag Repairman are being
 posted. Carmichael Lynch Spong, public relations agency of record for
 Maytag brand, has played a role in promoting the Maytag Repairman search,
 selection and announcement and other brand revitalization initiatives
 including Maytag brand's recent return to Best Buy stores. ARS Advertising,
 the print agency of record for Maytag brand, has recently redesigned the
 collateral for both consumer and trade efforts, as well as in- store
 executions, and is collaborating with partnering agencies to bring the
 Maytag brand photography to the next level. Other Maytag brand agencies
 involved in the integrated campaign include: Optimedia, Frankel, Miller
 Brooks, Walton Isaacson, Smith-Dahmer Associates and Digitas.
     About Whirlpool Corporation
     Whirlpool Corporation is the world's leading manufacturer and marketer
 of major home appliances, with annual sales of approximately $18 billion,
 more than 73,000 employees, and more than 70 manufacturing and technology
 research centers around the world. The company markets Whirlpool, Maytag,
 KitchenAid, Jenn-Air, Amana, Brastemp, Bauknecht and other major brand
 names to consumers in nearly every country around the world. Additional
 information about the company can be found at


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