It’s crazy what CarMax puts pre-owned cars through before they’ll resell them. 125-point inspections, 15 hours spent replacing and fixing parts so the car’s as good as new. It’s nuts.
So, my partner and I came up with a simple descriptor, inextricably tied to the brand, to indicate the kinds of vehicles that meet CarMax’s high standards. Then we created a series of spots that focused on the kinds of vehicles that don't.