Meet the new Maytag Man.
You may think you know the spokesman of appliance manufacturer Maytag, but the lonely repairman of the old days has received a makeover. Now he runs like a machine.
[Update: Maytag reboots its popular Maytag Man campaign with an emphasis on Made in the USA manufacturing.]
The Maytag Man is now the actual machine, symbolizing the reliability, durability and power that Maytag appliances are known for.
Literally like a machine.
The new Maytag Man (instead of the Maytag Repairman) is the human embodiment of Maytag appliances. He can be spotted under the sink, scrubbing dishes like the Maytag Jetclean dishwasher. Or perhaps he’s running in place, holding the groceries, similar to a Maytag refrigerator.
“No longer is our brand character sitting idle, lamenting his boredom due to Maytag brand’s legendary inability to breakdown,” William Beck, senior director of Whirlpool, Maytag, Value Brands & Channel Marketing, says in a press release. “The Maytag Man is now the actual machine, symbolizing the reliability, durability and power that Maytag appliances are known for.”
Fans of the SyFy show “Eureka” will recognize the Maytag Man as actor Colin Ferguson, the show’s main character. Ferguson has continued to be a SyFy mainstay with an appearance in the show “Haven.”
Companies have seen the benefits of putting a human face on their brand, it’s usually not that the human face is acting as if it’s a nonliving entity. But the Maytag Man videos are fun, light-hearted and smart. It wouldn’t be surprising if this version of the Maytag Mag enters the ranks of other notable brand characters such as the Mr. Clean or Tony the Tiger.