How CarMax’s ’Beetlejuice Beetlejuice’ ad came together from The Martin Agency

In partnership with Breaking and Entering Media, Ad Age is publishing the “Breaking and Entering” podcast on AdAge.com. Learn more about the show at Breaking-Entering.com. Editor’s Note: This episode is part of the “Agency Break-In” series at The Martin Agency; The Martin Agency provided travel and housing accommodations for the Breaking and Entering Media team. In the newest “Breaking and Entering Advertising” podcast episode, The Martin Agency’s Lindsey Netto, VP and group account director, and Lindsey King, creative director, sit down with host Geno Schellenberger to go behind the scenes of CarMax’s collaboration with Warner Bros. Pictures’ “Beetlejuice Beetlejuice.” The partnership, one of several the studio made with brands for the movie’s rollout, resulted in the 90-second spot, “BeetleMax: The Way It Shouldn’t Be.” “We created an alternate universe where Beetlejuice ran BeetleMax, the exact opposite of what CarMax offers,” said King. The creative team’s challenge was to merge CarMax’s brand positioning—no-haggle pricing and transparency—with Beetlejuice’s devious nature, leading to the creation of BeetleMax, a fictional dealership where everything that could go wrong, does. The agency and CarMax not only worked with the filmmaking team, but the spot itself was approved by director Tim Burton. King and Netto break down how the campaign came to life, discussing how to balance brand integrity with creative freedom and manage complex partnerships. Listen to the full episode above for more insights on how The Martin Agency looks to deliver culture-shaping ideas. Find more episodes on Spotify. Ad Age Marketer’s Brief podcast Listen here or subscribe via Apple, Spotify, Amazon Music or Audible Click here About Breaking and Entering Media Breaking and Entering Media is a leading platform dedicated to helping everyone better understand and break into the advertising world. Whether aspiring advertisers landing their first job, agencies winning their dream clients or production companies connecting with top agencies, Breaking and Entering bridges the gap and helps people pull off their ultimate “heist” in the industry. Founded in 2020, it quickly became a top resource for industry insights, strategies and expert advice. Consistently ranked as one of the top 5 advertising podcasts globally, Breaking and Entering exists to tell the stories that break down the advertising industry and empower its audience to thrive in an ever-evolving landscape.

How CarMax’s ’Beetlejuice Beetlejuice’ ad came together from The Martin Agency

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