Behind the scenes: Bringing Beetlejuice back to life in a Carmax commercial
A surreal set visit
Standing next to a cemetery, the scent of freshly dug earth fills the air. Nearby, a man with a blue face and green skin strolls past, while another sports an arrow firmly lodged in his forehead. “Welcome to the afterlife!” someone exclaims as they dart by.
Fortunately, this isn’t the afterlife. It’s the set of a Beetlejuice-themed Carmax commercial at Warner Bros.’ Leavesden Studios, just outside London. Around me, the crew and cast are bustling to capture various shots.
A miniature world and a life-size dealership
On one side of the studio, there’s a tiny model town complete with miniature cars and people. A crewmember uses a business card-sized clapperboard to mark the shot while another pulls a tiny car with a string. On the other side, a life-size set of a “Beetlemax” dealership stands next to an obligatory cemetery.
The inspiration for this shoot, directed by veteran commercial director Ulf Johansson, is the whimsical question: “What if Beetlejuice ran a used car dealership?” The dealership lobby is filled with dead customers, including the man with an arrow through his head, while the staff consists of “Shrinkers”—people with shrunken heads.
A creative collaboration
This shoot is the result of a creative partnership between Carmax and the Warner Bros. Pictures marketing team. Carmax was granted access to the Leavesden studio and original props and costumes from both the original “Beetlejuice” movie and its sequel. “Carmax is all about the way car buying should be,” says Dana Nussbaum, executive vice president of worldwide marketing at Warner Bros. Pictures. “So what if you flip that on its head? What would it look like if Beetlejuice ran the place?”
Authenticity and creativity
“Carmax are incredible partners, and we really went wild with this one,” Nussbaum continues. “We took the idea of tapping into the world of Beetlejuice and brought it to life. It was about making sure everything felt authentic to the film, from the look and feel to the way the Shrinkers move about in the world.”
While the Carmax commercial is a standout example, it’s just one of many partnerships Warner Bros. has orchestrated to accompany the launch of “Beetlejuice Beetlejuice,” which premiered in Venice last month and debuted globally this weekend, grossing $145.4 million worldwide.
Diverse brand partnerships
Other “Beetlejuice”-inspired collaborations include commercials from insurance company Progressive and deodorant brand Secret, food and beverage tie-ins with Denny’s and Fanta (featuring a new Beetlejuice-inspired flavor), and cosmetics partnerships with Nyx and Sally Hansen.
Nussbaum explains that these partnerships often arise from existing relationships or brands approaching Warner Bros. after initial content drops. “What I love is that they’re not always obvious choices, which sometimes leads to the most incredible campaigns,” she says. “The common thread is that all partners are willing to be playful and creative with their own brand.”
Flexibility and authenticity
Each partnership is unique, with varying levels of involvement from Warner Bros. “As you saw with Carmax, we really embraced the spirit of Beetlejuice,” Nussbaum notes. “We wanted everything to be true to the film and the brand, allowing us to be flexible and nimble.”
Attention to detail
Warner Bros. Pictures’ marketing team is deeply involved in every detail of these partnerships. “We’re the stewards of a beloved and iconic film, and bringing it back to life for a new generation requires incredible attention to detail,” Nussbaum emphasizes.
This includes taste-testing the new limited-edition Fanta Beetlejuice flavor and approving Denny’s “Afterlife” menu. “We went through every single can design and menu item to ensure everything felt spot-on,” she says.
Creative freedom and collaboration
All campaigns are shared with Tim Burton and his team, who have been incredibly supportive. “They’ve given us a lot of creative freedom, which has been wonderful,” Nussbaum says. “They are incredible partners and have been with us every step of the way.”
Learning from past successes
Reflecting on past marketing partnerships, Nussbaum highlights the success of the ”Barbie” campaign. ”We learned a tremendous amount from ‘Barbie.’ We were bold in our partner choices and cast a wide net,” she says. “The key takeaway was listening to our audiences and letting them be part of the journey and creation.”
Looking ahead
The marketing team is now focusing on upcoming projects, including “A Minecraft Movie” set for release next April, “Superman” in the summer, and “F1.” “There’s lots of work to do!” Nussbaum concludes.
Check out the Carmax Beetlejuice-inspired commercial for a glimpse into this imaginative collaboration.