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Maaco has announced the launch of its national integrated advertising campaign, “The Upside of Uh-Ohs.” The campaign kicks off with a musically driven TV spot, directed by Grammy award-winner Joseph Kahn, that refreshes the well-known brand tagline, “Uh-Oh, Better Get Maaco.”
The campaign is rooted in the brand’s almost 50-year reputation as the one to call whenever it’s time for a fresh paint job or when life inevitably brings its dents, dings and scratches.
“Maaco owners across North America have driven the brand’s reliable reputation because of their ability to relieve the inevitable stress that comes from automotive damage,” said Hannah Whitesides, vice president of marketing, Maaco. “The heart of our business is being the dependable body shop that customers can count on to transform their damaged vehicle back into the car they love. That is exactly what we are doing with our slogan, ‘Uh-Oh, Better Get Maaco.’ It has stood the test of time as we still see it resonating with consumers today, so we are excited to reimagine this memorable message.”
Developed with Mythic, a full-service agency in Charlotte, N.C., the campaign uses storytelling, an original song and everyday “Uh-Oh” moments to remind consumers that thanks to Maaco, they can keep living on the upside no matter what life throws at them and their vehicles. The client-agency relationship includes strategy, creative and production.
“When you get an opportunity to reinvent an iconic brand and tagline like ‘Uh-Oh, Better Get Maaco,’ you have to find a way to make it culturally relevant for today’s consumer,” said David Olsen, executive creative director, Mythic. “The thought of someone’s vehicle needing paint or auto body repair during an already challenging year stuck with us. We wanted to highlight the relief Maaco provides by encouraging people to look on the upside and turn those “Uh-Ohs” into “Oh Yeahs.”
The TV commercial will run in 30- and 15-second formats on national and cable networks, with a long-form version on digital and social channels. The campaign will also incorporate national radio, print, social media and digital advertising. The 2021 Maaco national advertising campaign elements are available on the Maaco YouTube channel.