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In 2022, Meineke introduced its number-one fan and spokesperson, Otto.
Playing off the German translation of “meine key,” which is “my key,” the 2022 campaign established that jolly Bavarian Otto only trusts Meineke for total car care. In a 180 from the conventionally serious tone of most auto repair and maintenance marketing, Meineke boldly chose humoUr, creating a character audiences responded to immediately.
Now he’s back in a series of hilarious new spots showcasing some of Meineke’s standout services.
In No Surprises, one of four new campaign films, Otto tells viewers how Meineke’s eInspection sends customers a digital report with repair recommendations in real-time, which means no surprises. He then mischievously whispers: “…so I added a few.” Cut to Otto yelling, “Surprise!” when balloons and confetti burst from his car during inspection. “I got you!” Otto exclaims to his Meineke auto technician. “You did,” the bemused technician admits.
Credits
powered by
- Agency Erich & Kallman/San Francisco
- Production Company Moxie Pictures
- Director Martin Granger
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Credits
powered by
- Agency Erich & Kallman/San Francisco
- Production Company Moxie Pictures
- Director Martin Granger
- Executive Producer/Vice President Karol Zeno
- Head of Production Jodi Fisher
- Director of Photography Robert Yeoman
- Production Designer Ken Averill
- Editor Union Editorial
- Editor/Partner Merritt Duff
- Edit Senior Producer Melissa Lubin
- Finishing The Mill/Los Angeles
- Head of Production Hillary Thomas
- Assistant Head of Production Warwick Hewett
- Color Company 3/Los Angeles
- Colorist Sean Coleman
- Senior Producer Matt Moran
- Audio M Squared Productions
- Senior Engineer Mark Pitchford
- Audio Producer Sarah Benedict
- Music APM Music
- Chief Creative Officer Eric Kallman
- Executive Creative Director Rikesh Lal
- Creative Director Patrick Newman
- Creative Director Rob Stone
- Executive Director of Production Kati Haberstock
- Associate Producer Sofia Aguilar
- Production Coordinator Cristian Villalobos
- Associate Creative Director Aaron Hirsch
- Associate Creative Director Alyssa Trocina
- Art Director Sarah Johnson
- Copywriter Jagger Moore
- Line Producer Heidi Soltesz
- Creative Director Kevin Jones
Credits
powered by
- Agency Erich & Kallman/San Francisco
- Production Company Moxie Pictures
- Director Martin Granger
- Executive Producer/Vice President Karol Zeno
- Head of Production Jodi Fisher
- Director of Photography Robert Yeoman
- Production Designer Ken Averill
- Editor Union Editorial
- Editor/Partner Merritt Duff
- Edit Senior Producer Melissa Lubin
- Finishing The Mill/Los Angeles
- Head of Production Hillary Thomas
- Assistant Head of Production Warwick Hewett
- Color Company 3/Los Angeles
- Colorist Sean Coleman
- Senior Producer Matt Moran
- Audio M Squared Productions
- Senior Engineer Mark Pitchford
- Audio Producer Sarah Benedict
- Music APM Music
- Chief Creative Officer Eric Kallman
- Executive Creative Director Rikesh Lal
- Creative Director Patrick Newman
- Creative Director Rob Stone
- Executive Director of Production Kati Haberstock
- Associate Producer Sofia Aguilar
- Production Coordinator Cristian Villalobos
- Associate Creative Director Aaron Hirsch
- Associate Creative Director Alyssa Trocina
- Art Director Sarah Johnson
- Copywriter Jagger Moore
- Line Producer Heidi Soltesz
- Creative Director Kevin Jones
“We brought Otto back because people loved the character,” said Chris Streahle, Vice President, Marketing, Meineke.
“Since his launch, we’ve seen a 29% increase in TV awareness and found that both adults and kids remember him, calling out his signature ‘meine key’ from shopping malls to airports. It’s been really gratifying to see that kind of creative risk pay off. Making him the star of a second campaign, one that really leans into the reasons of ‘Why Meineke?’, was a no-brainer.”
Groundlings character actor Kurt Quinn, whose commercial credits include Geico, Wendy’s, Yelp, Verizon, and ESPN, reprised his role as Otto. Once again, he used his improv background to spontaneously riff while playing the quirky, buoyant German car fanatic.
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Meineke – Fix Anything
Meineke – Yitty Rips
Meineke – One Man Band
“Customers are used to being put in vulnerable positions by the auto repair industry, which is why emphasizing Meineke’s commitment to trust was so important,” said Streahle.
“In addition to highlighting services like transparent e-Inspections, custom financing options, and free towing within five miles, the new campaign goes beyond the jokes to prove why Otto only trusts Meineke with his car.”
Otto’s second campaign was optimized by the same team behind the first: global production company Moxie, award winning international television comedy commercial director Martin Granger, and award-winning ad agency Erich and Kallman.
