CarMax Shows the Way Car Buying Shouldn’t Be in “Beetlejuice Beetlejuice” Universe
23 Agosto 2024 - 9:59AM
CarMax, Inc. (NYSE: KMX), the nation’s largest retailer of used
cars, is excited to announce the launch of its latest and zaniest
campaign yet: “BeetleMax: The Way Car Buying Shouldn’t Be.” This
campaign, created in collaboration with Warner Bros. Pictures, is
here just in time for the highly anticipated film “Beetlejuice
Beetlejuice,” only in theaters on September 6, 2024.
“We’re taking you on a wild ride through a car
dealership run by none other than Beetlejuice himself,” said Sarah
Lane, SVP, Chief Marketing Officer at CarMax. “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.”
The BeetleMax campaign features a :90 hero film
that takes viewers on a hilarious journey through a nightmarish car
dealership. Packed with fun imagery, beloved characters from
“Beetlejuice Beetlejuice,” and nostalgic nods to the original film,
this campaign blurs the lines between advertising and pure
entertainment. CarMax even created its own quirky Model Town, cast
the iconic Shrinkers, and gave the classic “Day-O” song a BeetleMax
twist.
“Beetlejuice is among Warner Bros. most beloved
franchises and continues to be sought out by audiences of all ages.
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. We are thrilled to be partnering with Carmax in such an
innovative and immersive way for Beetlejuice, Beetlejuice,” said
Dana Nussbaum, EVP of Worldwide Marketing for Warner Bros.
Pictures.
To bring this vision to life, CarMax and Warner Bros. Pictures
assembled a dream team of creative and entertainment partners.
-
The concept was born out of the “Beetlejuice Beetlejuice” universe,
the brainchild of the iconic director and film producer, Tim
Burton.
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Director: Ulf Johansson, one of the most awarded commercial
directors in the world, directed the spots.
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Executive Producer: Phillipa Smith of Smith and Jones, known for
“The Flying Doctors” and “Killing Joe.”
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Director of Photography: Andrejz Sekula who has worked on films
like “Pulp Fiction” and “Reservoir Dogs.”
-
Production Designer: Steve Smithwick who handles all of Warner
Bros. Pictures’ European work.
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Scenic Sets served as the Model Town makers.
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Wardrobe Stylist: Vicki Russell who has worked on “Cashback,”
“Gothic,” and “Mums List.”
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Choreographer: Litze Bixter who has worked on “Legend” and “Man
Up.”
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Costume Designer: Academy Award-winning costume designer Colleen
Atwood, known for her work on “Sweeney Todd: The Demon Barber of
Fleet Street,” “Chicago,” and “Memoirs of a Geisha,” consulted on
costume design.
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Makeup: Oscar-winner Neal Scanlan, known for his work for the new
series of “Star Wars,” was animatronic & special makeup effects
supervisor for “Beetlejuice Beetlejuice” and helped bring the
Shrinkers to life in BeetleMax.
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Makeup: Katie Newitt, known for her work for the new series of
“Star Wars,” worked on animatronic & special makeup effects for
BeetleMax.
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Production Designer: Mark Scruton, known for “Wednesday,”
“Gravity,” and “Ready Player One” consulted on production
design.
The campaign, concepted by The Martin Agency, is
inclusive of two spots, which will be cut down into different
lengths and distributed as both television commercials and online
videos, and robust social media content. The first two Model Town
videos, which serve as teasers for the two BeetleMax hero videos,
have been in market from August 12 through August 22. The hero
videos will be in market immediately following, from today, August
23 through October 10. Please click here to view BeetleMax
campaign.
About CarMax
CarMax, the nation’s largest retailer of used
autos, revolutionized the automotive retail industry by driving
integrity, honesty and transparency in every interaction. The
company offers a truly personalized experience with the option for
customers to do as much, or as little, online and in-store as they
want. During the fiscal year that ended February 29, 2024, CarMax
sold approximately 770,000 used vehicles and 550,000 wholesale
vehicles at its auctions. In addition, CarMax Auto Finance
originated more than $8 billion in receivables during fiscal 2024,
adding to its nearly $17 billion portfolio. CarMax has 245 store
locations, nearly 30,000 associates, and is proud to have been
recognized for 20 consecutive years as one of the Fortune 100 Best
Companies to Work For®. CarMax is committed to making a positive
impact on people, communities and the environment. Learn more in
the 2024 Responsibility Report. For more information,
visit www.carmax.com.
About BEETLEJUICE BEETLEJUICE
After an unexpected family tragedy, three
generations of the Deetz family return home to Winter River. Still
haunted by Beetlejuice, Lydia’s life is turned upside down when her
rebellious teenage daughter, Astrid, discovers the mysterious model
of the town in the attic and the portal to the Afterlife is
accidentally opened. With trouble brewing in both realms, it’s only
a matter of time until someone says Beetlejuice’s name three times
and the mischievous demon returns to unleash his very own brand of
mayhem.
About Warner Bros. Pictures Warner Bros. Pictures is
a part of Warner Bros. Motion Picture Group, which also includes
New Line Cinema and Warner Bros. Pictures Animation. Warner Bros.
Pictures partners with the world’s most inspiring storytellers to
create extraordinary entertainment on every screen for global
audiences. Warner Bros. Pictures has been at the forefront of the
motion picture industry since its inception and continues to be a
leading creative force, producing the broadest slate of films for
worldwide theatrical release.
- CarMax Shows the Way Car Buying Shouldn’t Be in “Beetlejuice
Beetlejuice” Universe
- CarMax Shows the Way Car Buying Shouldn’t Be in “Beetlejuice
Beetlejuice” Universe
Public Relations
CarMax
(855) 887-2915
PR@carmax.com
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