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Whirlpool prepares new Maytag campaign

Home appliance company Whirlpool is readying a new North American advertising campaign for its Maytag brand. The campaign will break on Jan. 23 in Canada with online videos, followed by national television advertising in April and supporting social media activities.

The campaign will introduce a new version of the brand's Maytag Man spokescharacter. Rather than an appliance repairman, the new character will represent a human version of the appliances themselves. The character will appear in a series of videos performing the tasks of various Maytag appliances, such as storing food, cleaning dishes and washing clothes.

"No longer is our brand character sitting idle, lamenting his boredom due to Maytag brand's legendary inability to breakdown," said James Oh, marketing vice-president at Whirlpool Canada. "The Maytag Man is now the actual machine, symbolizing the reliability, durability and power that Maytag appliances are known for. The Maytag Man is a creative interpretation of our motto, 'What's Inside Matters,' illustrating all the human and relatable virtues that exist inside appliances. We want to recognize and draw a connection to individuals who work with strength, resilience and persistence, just like our appliances, to get the job done."

The campaign was developed by DigitasLBi of Boston and adpated for Canada by Red Lion of Toronto. Canadian media buying is being handled by MediaCom of Toronto.

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