Agency Network: 
September 2019


In their first round of work together since establishing a new partnership earlier this year, CarMax and The Martin Agency introduce: “The Way It Should Be.” The campaign is a call to action for an industry inherently characterized as untrustworthy, and is about bringing humanity to what can be a soulless experience. “CarMax’s founding principle is integrity, and this campaign demonstrates to the customer what we stand for. We’re more than a company that sells cars–we have a genuine focus on what matters to our customers and communities. What matters to them, matters to us,” said Laura Donahue, vice president marketing services at CarMax.

Film advertisement created by IPG, United States for CarMax, within the category: Automotive.


CarMax highlights humanness with help from humble bumper stickers that mean everything.

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