MAYTAG MAN NO LONGER ALONE
By Adnews Staff
Ol' Lonely, the repairman that has appeared in Maytag's Appliances' advertising creative for the past 34 years, is getting an apprentice in a new spot breaking in Canada on February 1. The spot is part of the "Quest for Perfection" campaign, in which the Maytag repairman, who has been portrayed by actor Gordon Jump for the past 11 years, will be joined by an apprentice played by 33-year-old Mark Devine. Devine makes his debut in a new 30-second spot for Maytag's Neptune washer. In the spot, Devine tries to understand the stain cleaning system of the appliance by being dragged by parachute across a strip of grass and pouring coffee on his uniform. The campaign will continue throughout the year focusing different appliance features. "Whereas Ol' Lonely is a beloved icon that has long stood for Maytag's dependability, the apprentice character and his relentless pursuit of perfection will come to embody innovative Maytag solutions," said Mark Buss, vice-president of strategic marketing for Maytag Appliances. Advertising for Maytag is done by Leo Burnett. Public relations for Maytag in Canada are handled by Advance Planning/MS&L of Toronto.