Although CarMax had run ads during the Super Bowl before, it has only done so on a regional basis until 2011, when it made its first national big game buys.
It snapped up two 30-second spots to be produced by newly named ad shop Amalgamated and its chief creative officer, Eric Silver. This one uses a series of scenarios and word play, starting with a CarMax shopper who says he feels like a kid in a candy store. Cut to an actual kid in a candy store; escalate.
Both "Kid in a Candy Store" and "Gas Station" use the tagline “The way car buying should be.”
CarMax next appeared in the Super Bowl in 2014, when it ran "Slow Clap" by Silver & Partners.
Director: Tom Kuntz, who directed "The Man Your Man Could Smell Like" for Old Spice and Super Bowl ads such as Toyota's "It's Reinvented," Oreo's "Whisper Fight" and Volkswagen's "Get Happy" and "Wings." Production company: MJZ. Director of photography: Jo Willems. Executive producers: Cheri Anderson, Jeff Scruton.
Amalgamated chief creative officer: Eric Silver. Line producer: Scott Kaplan.
Editorial: MacKenzie Cutler. Editor: Gavin Cutler. VFX: Framestore. Executive producer: James Razzall. Audio post production: Sound Lounge. Engineer: Philip Loeb. Telecine: CO3. Colorist: Stephan Sonnenfeld.
QUARTER AIRED: Q2