title_

Still the One

Working Title Partners partnered with Maaco to build a new nationwide creative campaign from the ground up — strategizing, concepting, scripting, and producing every element across broadcast, digital, and social. Rooted in consumer data and shaped by real human insight, the campaign repositions cosmetic car repair as something more personal and more meaningful.

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Strategy + Creative + Production + Post

Head_of_Strategy_

John Mader

Executive_Producer_+_Director_

Aaron Putnam

challenge_

Maaco’s legacy tagline—“Uh Oh, Better Get Maaco”—has long stood for quick, affordable cosmetic repair. But it was time to go deeper.

WTP was tasked with developing a fresh campaign that would honor the spirit of the iconic line without relying on it outright. We began by digging into Maaco’s research and audience data: who they are, how long they’ve owned their cars, what they value, and what drives their decision to repair. The data pointed to a clear insight; Maaco’s most loyal customers weren’t chasing something new. For various reasons, they were holding on to what they already had.

solution_

Maaco’s legacy tagline, “Uh Oh, Better Get Maaco”, has long stood for quick, affordable cosmetic repair. But it was time to go deeper.

WTP was tasked with developing a fresh campaign that would honor the spirit of the iconic line without relying on it outright. We began by digging into Maaco’s research and audience data: who they are, how long they’ve owned their cars, what they value, and what drives their decision to repair. The data pointed to a clear insight — Maaco’s most loyal customers weren’t chasing something new. For various reasons, they were holding on to what they already had.

Still The One is built on that insight. It’s a campaign that recognizes the emotional moments that happen with, in, and because of a car — first road trips, first car seats, first kisses.

The creative strategy centers around a single truth:
You don’t need a new car — just a fresh start.

We crafted three unique stories reflecting this idea, delivered through a full-length :60 spot, a :30 compilation, and three individual :15s — all conceptualized, written, cast, shot, and delivered in a five-week sprint.

In tandem with production, we captured a library of still photography to support the campaign across Maaco’s website, print, digital, and out-of-home channels. All assets were designed to speak in a unified voice, building a cohesive message across every touchpoint.

Check out more of the work on Maaco.com