CarMax, the used car retailer known for promoting “the way car buying should be,” understands that sometimes the best way to appreciate doing things the right way is by showcasing the wrong way. In collaboration with the Beetlejuice Beetlejuice team–which is elated given that the movie topped this weekend’s North American box office–CarMax is taking a playful approach to show what car buying shouldn’t be. Showing a family’s nightmarish car-buying experience by turning a character from the movie into possibly the most devious car salesman ever, the campaign, titled “BeetleMax: The Way Car Buying Shouldn’t Be,” humorously illustrates what to avoid when purchasing a car, highlighting CarMax’s commitment to providing a trustworthy and enjoyable car-buying experience for the whole family.

The campaign, concepted by The Martin Agency and directed by Ulf Johansson via Smith and Jones Films–includes this hero spot depicting a car dealership, Beetlemax, run by Beetlejuice himself.

“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.

Credits

Client CarMax Agency The Martin Agency Danny Robinson, CEO; Jerry Hoak, chief creative officer; Alanna Strauss, chief entertainment officer; Anne Marie Hite, SVP, group creative director; Lindsey King, Karen Zack, creative directors/art directors; Tyler Archibald, creative director/copywriter; Heather Collier, SVP, executive producer; Liza Miller, sr. content producer. Production Smith and Jones Ulf Johansson, director; Philippa Smith, exec producer; Andrzej Sekula, DP. Editorial Cut+Run Frank Effron, editor; Amburr Farls, exec producer; Brian Mulvey, sr. producer. VFX/Finishing Framestore UK Telecine Company 3 NY Jean-Clement Soret, colorist; Edwin Elkington, producer. Music Walker Sara Matarazzo, managing director; Dottie Scharr, exec producer; Neha Ewell, sr. producer; Samantha Zirin, associate producer. Mixing & Sound Design Heard City Mike Vitacco, mixer & sound designer; Nick Duverny, exec producer.

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