Used car dealership CarMax has partnered with Warner Bros. Pictures for a delightfully creepy campaign inspired by the upcoming film "Beetlejuice Beetlejuice."
Led by full-service agency The Martin Agency, "BeetleMax: The Way Car Buying Shouldn't Be" is a cinematic spot that depicts a family's seemingly normal trip to buy a new car.
The ad brings together a remarkable creative team, including director Ulf Johansson, executive producer Phillipa Smith, DP Andrejz Sekula, and Academy Award-winning costume designer Colleen Atwood.
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CarMax SVP and CMO Sarah Lane said in a news release that the spot positions the brand in the world of the film, letting the ghoulish "bio-exorcist" put a terrifying twist on the car buying experience.
“With his mischievous and unpredictable antics, Beetlejuice is the perfect character to show you how car buying shouldn’t be, and why CarMax is the way to go," Lane added.
Meanwhile, Dana Nussbaum, EVP of worldwide marketing for Warner Bros. Pictures, highlighted how the campaign extends the cinematic universe for audience members, creating an "enhanced entertainment experience."
The campaign will run across online video, TV, and social media until October 10.
With a unique spin on the film's concept, CarMax was able to create a unique brand voice that positions it within the world of Beetlejuice, making the used car dealership stand out against the competition.
Scary Bad Deals at BeetleMax
The 90-second spot opens with a family of three, reminiscent of the original cast of the 1998 film "Beetlejuice."
Driving down a country road in a beaten-up car, they pass by a suspicious-looking sign for CarMax.
Upon reaching the dealership, they discover that it's actually a dingy and sketchy BeetleMax, staffed by an unsavory group of ghouls.
The family is greeted by a Shrinker — a ghoul with a shrunken head on a full-sized body, one of the franchise's iconic characters.
Just like in the film, they are tricked into saying "Beetlejuice" three times, being possessed, and performing Harry Belafonte's "Day-O" song, which also features heavily in the franchise.
After a series of spooky antics, the family manages to snap out of the spell and find themselves at a real CarMax location, where they're finally able to pick out a new car.
Marketing for the "Beetlejuice Beetlejuice" film has ramped up as the film's September 6 premiere draws closer.
Earlier in August, Warner Bros. partnered with Fanta to create limited-edition packaging and a special flavor.
Editing by Katherine 'Makkie' Maclang
