CarMax & Warner Bros. Pictures conjure up Beetlejuice in new ...
Crafted by The Martin Agency, this ad is brimming with nostalgic nods to Tim Burton’s original film and promotes the upcoming September 6 release of the sequel, Beetlejuice Beetlejuice.
CarMax, the largest used car dealership in the US, is taking a trip to the afterlife in its ad campaign debuting today in partnership with Warner Bros. Pictures.
The new campaign, ‘BeetleMax: The Way Car Buying Shouldn’t Be,’ celebrates the release of “Beetlejuice Beetlejuice,” the much-anticipated sequel to the 1988 cult classic by Tim Burton.
Led by the celebrated commercial director Ulf Johansson, a 90-second hero film plunges viewers into a nightmarish used car dealership, where uttering “BeetleMax” three times is the worst thing one can do.
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Explore frequently asked questionsFans of the movie will recognize some familiar faces, including the Shrinkers – those eerie ghouls with shrunken heads. The spot also features a new rendition of the ’Day-O’ song, albeit with a BeetleMax twist.
“We’re taking you on a wild ride through a car dealership run by none other than Beetlejuice himself. With his mischievous and unpredictable antics, Beetlejuice is the perfect character to show you how car buying shouldn’t be, and why CarMax is the way to go,” said Sarah Lane, senior vice-president and chief marketing officer at CarMax.
The collaboration aims to extend the Beetlejuice cinematic universe in a way that’s equally entertaining and brand-aligned.
“Beetlejuice is among Warner Bros. most beloved franchises and continues to be sought out by audiences of all ages,“ said Dana Nussbaum, executive vice-president of worldwide marketing for Warner Bros. Pictures. “Theatrical partnerships with brands like CarMax and their BeetleMax campaign are exciting because they allow us to extend the cinematic world for moviegoers and offer an enhanced entertainment experience.”
To bring this ghoulish vision to life, two brands assembled a team of award-winning Hollywood talent, including executive producer Phillipa Smith, director of photography Andrejz Sekula of ‘Pulp Fiction‘ fame and Academy Award-winning costume designer Colleen Atwood, among many others.
Starting today, ‘BeetleMax: The Way Car Buying Shouldn’t Be’ will run through October 10, gracing TV screens, online videos and social media feeds.
The campaign was led by The Martin Agency, which has also been responsible for Solo Stove’s ‘Blunt Marketing’ campaign starring Snoop Dogg and Warren G, as well as Axe Body Spray’s partnership with Metro Boomin and Coi Leray this week.
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