CarMax The Way It Should Be @ The Martin Agency
Role: concept, art direction
Creative Direction: Anne Marie Hite, Jordi Martinez
CW: David Muhlenfeld, Graham Unterberger
Production Company: Smuggler
Director: Michael Clowater
CarMax has their brand grounded in The Way It Should Be. The focus is on what consumers need, so if you regret the car you bought, or want to buy online, or want to test drive from your home, or get your car delivered, they got your back. This campaign launched a new look and tone of voice for the brand with an anthem spot and several spots tackling each one of the different services they have. This was the first Martin campaign for the brand.
Of all comments and PR, this one tops them all:
The Carmax sticker that goes on all their cars is a very distinct brand element that, well, consumers actually hate. So we decided to give a new meaning for it, because at the end if it matters to you, it matters to Carmax. So we are replacing the logo sticker with a sticker that means something to you. From youth sports, animal welfare to city pride and a lot more. When you choose your sticker, Carmax will donate for a non-profit represented by that sticker.
