“Beetlejuice Beetlejuice,” opening Sept. 6, promises to be the feel-weird nostalgia hit of late summer. One of the brands going all in with a partnership is CarMax, which rolled out a 90-second spot this weekend imagining an alternate universe where BeetleMax is the used-car seller of choice.

Directed by Ulf Johansson, the spot from The Martin Agency sees a family taking a wrong turn and ending up at a BeetleMax location, which is staffed by ghouls and home to some scary bad deals. And if you say BeetleMax three times, you might get caught in a creepy “Day-O” sing-along.

Unlike CarMax, BeetleMax is “the way car buying shouldn’t be.”

“We’re taking you on a wild ride through a car dealership run by none other than Beetlejuice himself,” said Sarah Lane, chief marketing officer at CarMax. “With his mischievous and unpredictable antics, Beetlejuice is the perfect character to show you how car buying shouldn’t be, and why CarMax is the way to go.”

“Theatrical partnerships with brands like CarMax and their BeetleMax campaign are exciting because they allow us to extend the cinematic world for moviegoers and offer an enhanced entertainment experience,” said Dana Nussbaum, executive VP of worldwide marketing for Warner Bros. Pictures. “We are thrilled to be partnering with CarMax in such an innovative and immersive way for ‘Beetlejuice, Beetlejuice.’”

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