Dive Brief: 

• CarMax is highlighting its “the way car buying should be” tagline with a new campaign, titled “BeetleMax: The Way Car Buying Shouldn’t Be,” per a press release. The effort done in in partnership with Warner Bros. Pictures is timed to the release of “Beetlejuice Beetlejuice” on Sept. 6.
• A 90-second hero ad takes viewers through a “nightmarish” BeetleMax car dealership. The spot, which includes 60- and 30-second versions, features nods to the original film, characters from the sequel and a twist on the iconic “Day-O” song.
• Made with The Martin Agency, the campaign will be distributed across national TV, online video and social media through Oct. 10. CarMax is one of several marketers to tap into the “Beetlejuice” sequel hype. 

Dive Insight:

Used car retailer CarMax is tapping into excitement for “Beetlejuice Beetlejuice” with a campaign inspired by the concept that “sometimes the best way to appreciate doing things the right way is by showcasing the wrong way.” Leveraging anticipation for the sequel to the iconic 1988 film could help CarMax shore up stronger loyalty. “Beetlejuice Beetlejuice” is expected by Hollywood insiders to pull box office totals of over $100 million in its opening weekend.

Central to “BeetleMax: The Way Car Buying Shouldn’t Be” is a 90-second hero ad that depicts one family’s journey through a spooky BeetleMax car dealership. The commercial sees the family hesitantly inquire about the fictitious car dealership before repeating “BeetleMax” three times, causing them to erupt into song and recite lyrics from the iconic “Day-O” tune, this time with a lyrical twist that favors CarMax. After shouting “CarMax” three times, the family is transported to a CarMax dealership, where they quickly find their next car.

Cut-down versions of the spot, which was directed by Ulf Johansson, are in market and cinemas through Oct. 10. CarMax teased the campaign with two spots that ran from Aug. 12 through Aug. 22 and featured the brand’s own version of a “model town” — similar to the one seen in “Beetlejuice” — as it is uncovered, complete with both a CarMax and BeetleMax location and an ominous nod to what’s to come. 

CarMax’s campaign comes as the brand seeks a turnaround. Pre-owned vehicle retailers are contending with challenges as new vehicle availability improves following prior pandemic shortages. CarMax in its latest earnings reported a 33% drop in profit from the year prior, with overall revenue falling short of analyst estimates.

CarMax joins other marketers who have tied up with the “Beetlejuice” sequel. Fanta earlier this month debuted a limited-edition Beetlejuice flavor in addition to making over its full range of products to spotlight characters from the franchise. Warner Bros. Motion Picture Group also launched an immersive experience on Roblox promoting the film. In a first for Roblox, the activation includes a virtual Fandango box office for consumers to purchase real-world movie tickets.