jessica williams carmax commercial

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29-10-2024

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Jessica Williams: CarMax's New Face of "Used Cars, Done Right"

CarMax, the leading used car retailer, recently launched a new advertising campaign featuring comedian and actress Jessica Williams. This shift in marketing strategy raises an interesting question: why Jessica Williams? And what does it say about CarMax's evolving brand identity?

A New Generation of Car Buyers

"We wanted to find someone who was authentic, relatable, and who could connect with our target audience," explains Source: CarMax CMO, in interview with Adweek, October 2023. Jessica Williams fits the bill perfectly. Her comedic style, combined with her sharp wit and genuine personality, resonates with a younger demographic - a key market for CarMax.

Shifting Perceptions of Used Cars

The used car market has traditionally been associated with uncertainty and risk. CarMax, however, has built its brand on trust and transparency. The new campaign, featuring Jessica Williams, aims to further solidify this image.

"We want to show people that buying a used car doesn't have to be a stressful experience," says Source: CarMax CEO, in a press release announcing the campaign, September 2023. Williams's presence in the commercials adds a layer of humor and lightheartedness, making the process of buying a used car seem more approachable and enjoyable.

Breaking Down Barriers with Humor

The commercials themselves are a testament to this approach. They feature Williams in various scenarios, often humorous and relatable, while highlighting CarMax's key offerings like:

• No-haggle pricing: This eliminates the stress and uncertainty of negotiating a price.
• Comprehensive inspections: CarMax ensures each vehicle meets strict quality standards.
• 30-day money-back guarantee: This provides peace of mind and confidence in the purchase.

Beyond the Commercials: A Deeper Dive

The choice of Jessica Williams signifies more than just a catchy marketing campaign. It reflects CarMax's desire to appeal to a diverse and evolving audience. Williams, a vocal advocate for social justice and representation, aligns with CarMax's commitment to inclusivity and accessibility.

The Takeaway:

CarMax's new campaign featuring Jessica Williams marks a strategic shift towards attracting a younger, more diverse customer base. By combining humor, transparency, and a relatable personality, CarMax is successfully challenging traditional perceptions of used car buying, making it a more enjoyable and accessible experience for everyone.