Maytag Man -
The melancholy hero of the Maytag Company located in
Newton, Iowa (called "The Washing Machine Center of the World"). Their character symbolized the reliability of
Maytag products to the extent that their repairman never got any repair calls
and thus became the "loneliest man in town." The Maytag Repairman was created by
the Leo Burnett Advertising Agency based in Chicago. Maytag hired actor Jesse White to portray their Maytag Repairman on
television commercials which debuted on THE TODAY SHOW in 1967.In 1989, Maytag replaced
Jesse White as their spokesperson (he died in Los Angeles on January 9th, 1997
at the age of 78 from cardiac arrest) and in turn hired actor Gordon Jump who
previously starred in the sitcom WKRP IN CINCINNATI as Arthur "Big Guy" Carlson,
a bumbling radio station manager.
The Original Maytag Repairman Ad with Jesse White
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(Six men in work uniforms and hats march into a room filled
with appliances). |
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Maytag Repairman: |
Detail halt! Left face! |
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(Maytag Repairman reads off a roster) |
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Lark: |
Here! |
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Goldstein: |
Yes! |
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Wyzinski: |
Yo! |
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MacDougal: |
Yeah! |
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Svenson: |
Yah! |
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Maytag Repairman: |
At ease men. Now you men have all volunteered to be Maytag
Repairmen and so I'm gonna give it to you straight.
Maytag washers and dryers are built to last. That makes the Maytag
Repairman the loneliest guy in town |
| (Maytag
Repairman removes the metal cover from the front of a
washing machine) |
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Maytag Repairman: |
Look at this rugged motor. This almost indestructible
pump. Take a good look because most of you may never see the inside of one
of these again. |
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(Maytag Repairman opens a small tool box and
individually holds up each item inside) |
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Maytag Repairman: |
This is your survival kit. Playing cards for solitaire.
Cross word puzzles. Bead work. Keep these with you at all times.
OK men, wear your Maytag emblem proudly. The sign of dependable washers
and dryers. So what, if nobody needs you. It takes a real man to fight off
loneliness.
A Maytag Repairman, heh heh...the loneliest guy in town. |
A few years later Gordon Jump (a native of
Dayton, Ohio) died on September 22, 2003 from complications from pulmonary
fibrosis. He was 71. Jump had retired from the role as the Maytag Repairman in
July 2003 and actor Hardy Rawls (a former Mr. Goodwrench) took over the role as
Ol' Lonely, the Maytag Repairman who will now be partnered with a younger, eager
Maytag apprentice (Mark Devine).
In 2002, Maytag and Chevrolet joined forces to create a commercial featuring
the both Maytag Repairmen and Chevy's new Impala. The ad shows an Impala zig-zag
through a highway filled with curves. Inside the car, the apprentice repairman
(who is driving) says to the veteran repairman (Gordon Jump), "So you sure this
is OK? What if someone calls?" The two look at each other, laugh out loud, eat
some jerky and continue to cruise the countryside.
In 2006, Maytag's rival, Whirlpool Corporation offered to buy the company for
$1.7 billion.
In 2007, Maytag conducted open auditions around the country to find the next
Maytag Repairman. The winner was a Virginia man named Clay Jackson. The mission
of the new Maytag repairman has shifted from someone “who had nothing to"
because Maytag's products are so reliable to a proactive repairman who finds
things to repair. In one ad spot, the new Maytag Repairman finds himself
inside a business office examining a photocopy machine. When approached, he says
"You're running low on toner."

Clay Jackson, the Maytag Repairman
TRIVIA NOTE: Before the Maytag Repairman actor
Tom Pedi (1913-1996) played the role of Charlie, a washing machine repairman in
commercials for Dash Laundry Detergent.
On 12/1/1991, Bob Leibold as Bob's Specialty Service in Monroe, Wisconsin
started a Maytag washing machine during a Maytag promotion and expected it to
run about 2 and 1/2 years. Amazingly, the machine ran until August 16, 1996 and
stopped after 32,500 hours. The machine pumped over 56 cycles a day and cost
about a $1 a day in electricity. Leibold calculated it was the equivalent of 193
years of use by a family of four.
Those interested in the history of Maytag washing machine can visit the
Maytag Historical Display at the Jasper County Museum located about 30 miles
east of Des Moines off Interstate 80 at the Iowa exit at 1700 South 15th Avenue,
West in town of Newton, Iowa.
External Links
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