Epoch’s Kate Hollowell Turns CarMax’s “Wanna Drive?” Into a Musical Joyride

CarMax unveiled a new brand positioning and tagline as it doubles down on omnichannel retail capabilities that span in-store and online shopping, according to a press release.

The largest used car marketplace in the U.S. is ditching “The way car buying should be,” a tagline it used for more than 20 years, in favor of “Wanna Drive?” New ads reinforce how CarMax enables customers to shop and sell the way they “wanna,” with a comedic house band providing the spots with a musical flair.

Developed with 72andSunny Los Angeles, the creative is airing across linear TV, streaming, social, digital and audio. Digitas handled media strategy on the effort.

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