SEXIEST APPLIANCE ALIVE

ART DIRECTION

A washing, drying, cleaning & talking machine — the Maytag Man is a brand mascot unlike any other in the category.

So, to make an unconventional splash that only Maytag could, we partnered with People Magazine during their annual announcement of the Sexiest Man Alive.

And we made an announcement of our own…

We highjacked the conversation by taking over People’s magazine, website, and social channels.

Wherever they were, we were.

Our media plan followed theirs. Our designs matched theirs. We even used the previous year’s Sexiest Man Alive photographer.

As the conversation exploded, we responded in real time with over 100 pieces of custom content, generating over 160 million earned impressions and lots of love from fans.