Meet the "New" Maytag Repairman
Recently I have noticed a new TV campaign for Maytag appliances featuring the advertising icon giant “The Maytag Repair Man.” The lonely Maytag Repairman is a strong character with a well-defined conflict. For decades the Maytag Repairman has been the symbol of dependability. It’s a simple idea - Maytag appliances work so well that the repairman has nothing to do but sit around and do crossword puzzles. For years we watched the boss from WKRP in Cincinnati sit around and look bored, as a voiceover would tell us about Maytag. Then a few years ago a new repairman showed up alongside our old friend - a new Maytag “apprentice” to take over the non-duties of this beloved character.
It now appears that the student has become the master as he takes center stage in the new campaign. You can even meet him on their Web site www.maytag.com But wait! The new repairman doesn’t just sit at his desk. He fixes other mechanical things like stuffed animal factories and cable TV. But the joke is still the same. He’s the only repairman in town who isn’t busy so he can come fix things, even if they aren’t Maytag. And the funny thing is – after all these years, the idea still works. So just how many classic advertising icons are going to make a return to TV? So far we’ve got the Burger King and the Maytag Repairman, who’s next? Mr. Whipple? The “ancient Chinese secret” guy? Joe Camel? Okay, probably not. But it makes me wonder - is it impossible to invent a new adverting icon that could reach the magnitude of these characters? Are all the good ideas taken? Or do we just like what’s familiar? Maybe the Maytag repairman has the answer. I hear he’s not busy.
About the Author: Holly Ringerud
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1 comment so far
Eric Reid says:
And of course, I can remember the guy who was the Maytag Repairman BEFORE Mr. Carlson took the post. And I was sad. :(
It's kind of charming, their rolling out the old avatars. How often do we have to see either professional athletes or smarmy teen-agers? Or maybe that's just another example of how to be unoriginal.
It probably is too late to create anything great and new, if only because there are so many more media outlets today. After all, the Ancient Chinese Secret guy and Mr. Whipple only had to compete with three networks, and one or two local stations.