Otto’s Back!

In 2022, Meineke introduced its number-one fan and spokesperson, Otto. Playing off the German translation of “meine key,” which is “my key,” the 2022 campaign established that jolly Bavarian Otto only trusts Meineke for total car care. In a 180 from the conventionally serious tone of most auto repair and maintenance marketing, Meineke boldly chose humor, creating a character audiences responded to immediately.

Now he’s back in a series of hilarious new spots showcasing some of Meineke’s standout services.

In “No Surprises,” one of four new campaign films, Otto tells viewers how Meineke’s eInspection sends customers a digital report with repair recommendations in real-time, which means no surprises. He then mischievously whispers: “…so I added a few.” Cut to Otto yelling, “Surprise!” when balloons and confetti burst from his car during inspection. “I got you!” Otto exclaims to his Meineke auto technician. “You did,” the bemused technician admits.

A beloved spokesperson returns
“We brought Otto back because people loved the character,” said Chris Streahle, Vice President, Marketing, Meineke. “Since his launch, we’ve seen a 29% increase in TV awareness and found that both adults and kids remember him, calling out his signature ‘meine key’ from shopping malls to airports. It’s been really gratifying to see that kind of creative risk pay off. Making him the star of a second campaign, one that really leans into the reasons of ‘Why Meineke?’, was a no-brainer.”

Groundlings character actor Kurt Quinn, whose commercial credits include Geico, Wendy’s, Yelp, Verizon, and ESPN, reprised his role as Otto. Once again, he used his improv background to spontaneously riff while playing the quirky, buoyant German car fanatic.

“Customers are used to being put in vulnerable positions by the auto repair industry, which is why emphasizing Meineke’s commitment to trust was so important,” said Streahle. “In addition to highlighting services like transparent e-Inspections, custom financing options, and free towing within five miles, the new campaign goes beyond the jokes to prove why Otto only trusts Meineke with his car.”

Behind the creative
Otto’s second campaign was optimized by the same team behind the first: global production company Moxie, award winning international television comedy commercial director Martin Granger, and award-winning ad agency Erich and Kallman.