Good, old reliable Maytag has a new face and vibe


When it rains, it pours. Or, as so often happens in my house, when one appliance (or other big ticket item) breaks down, they all collapse into one sorry heap. Recently, it was the water heater (“an antique,” I was told or as I prefer to think of it, “vintage”), then the dishwasher and lastly, the stove. Unsurprisingly, I’ve been spending a lot of my time obsessing over hard goods and have discovered an amazing world of talking washing machines, self-adjusting thermostats and other independent-thinking devices that make up the internet of things. (Which, when you think about it, is just a little bit scary.)

But smart as they are, none can touch the new Maytag man, who’s morphed from a lonely guy with nothing to repair (because the brand’s appliances never broke down) to a rugged, dependable “spokes-appliance” (actor, Colin Ferguson) who promotes the brand’s reliably superior performance with a wry, deadpan delivery and subtle gestures that intuitively anticipate and respond to human needs in an almost life-like way.

Kudos to DigitasLBi/Publicis for giving a heart to this modern day tin man (well, stainless steel) and for demonstrating so intelligently that “what’s inside matters.” It simplifies my upcoming purchase decisions enormously.


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