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Carmax, a huge retailer of used cars
and the official auto retailer of the NBA and WNBA, continues to showcase pros.
Its latest campaign, the next entry in its “Wanna Drive?” push, snagged multi-year
partnerships with basketball stars Paige Bueckers and Donovan Mitchell. The spots show the players off the court, noting how CarMax lets customer buy or sell on their own terms. Bueckers shops online
with help from CarMax’s AI-powered virtual assistant Skye, while Mitchell sells his car “Spida style” by scheduling a convenient at-home pickup.
Spots by 72andSunny LA run
across linear sports, including ABC, CBS, ESPN, as well as Amazon Prime and Peacock. Social counts YouTube, Meta and TikTok. Ads are here and here.
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Paige Bueckers said: “I’ve always admired how CarMax celebrates WNBA athletes and ensures our personalities shine through
their ads. I loved that this campaign both celebrated my new life in Texas and showed how CarMax’s technology and flexible options make buying a car so easy.”
In addition to its
support of women’s sports, CarMax serves as a presenting partner of Amazon’s new show “NBA on Prime Pregame.” As of October, Carmax had 259 locations in the U.S.
Sarah Lane, CMO,
CarMax, added: “Just as these incredible athletes lead on the court with skill and confidence, CarMax is proud to deliver the most customer-centric car buying and selling experience in the
industry. Together, we want to show what it looks like to drive the game, and put the customer in control.”
72andSunny Los Angeles was named CarMax’s creative AOR in April. The agency’s
work includes Adobe, Barbie, United Airlines and Venmo.
