The Maytag Repairman tradition carries on
BENTON HARBOR, Mich. — Could it be you? The Maytag® brand has embarked on a nationwide search for the new Maytag Repairman as part of the appliance brand’s revitalization since being acquired by Whirlpool Corp. in 2006.
Created in 1967, the Maytag Repairman has become an iconic advertising and marketing figure and is the longest running live-action advertising character on network television, according to Whirlpool Corp. The new brand icon search will begin with union casting calls in New York, Los Angeles and Chicago during the week of Feb. 12, 2007, followed by auditions open to the public.
The new Maytag Repairman will not be your father’s Ol’ Lonely®, Whirlpool says. The next Maytag Repairman, the symbol of dependability and reliability, will be an evolution of the existing character created 40 years ago, the company says.
“Whether he’s a professional actor, a non-professional actor, a real-life appliance repairman who has always dreamed of acting or is someone who has an undiscovered acting talent, the new Maytag Repairman will be energetic, young at heart and outgoing,” says Jeff Davidoff, vice president, brand marketing and communications for Whirlpool. “You can expect the character to have a more relevant look and contemporary feel.”
The new repairman will be determined and self-assured; approachable and trustworthy; and eternally hopeful and optimistic with a smart sense of humor and warmth about him, the company adds.
The Maytag Repairman makes more than 150 publicity and advertising appearances in any given year, and will play a major role in Whirlpool’s commitment to revitalizing the 100-year-old Maytag brand, the company says.
The character first appeared on American TV screens in 1967 during NBC's Today Show. Only three actors have portrayed the Maytag Repairman since its creation: Jesse White, who retired in 1988 after playing the part for 21 years; Gordon Jump, who retired in 2003 after starring in the role for 15 years; and Hardy Rawls, who took Jump's place in 2003.
Visit www.nextmaytagrepairman.com for updated information on the search including specific locations, times, casting specs and eligibility. The site will also include video clips of the various contestants during the audition process.