Our strategy for CarMax was to reframe the car-buying experience around ease, personalization, and future-forward innovation—delivered with the humor and humanity that CarMax is known for. Recognizing growing consumer frustration with traditional dealership models, we leaned into CarMax’s unique offering: a fully reimagined experience where the customer is in complete control.
Through the creative device of a "warning from the future" and an unforgettable alpaca sidekick, we showed how absurd it would be to buy a car any other way. By exaggerating the outdated, complicated processes people associate with car buying, we reinforced CarMax’s leadership in simplicity, trust, and customer-first service. This strategic approach allowed CarMax to both differentiate itself in a crowded category and emotionally connect with audiences through wit and relatability.
Agency: The Martin Agency
CarMax Reimagines Car Buying With an Alpaca and a Futuristic Warning
CarMax Reimagines Car Buying With an Alpaca and a Futuristic Warning