Maytag axes apprentice

Maytag axes apprentice
 
Date December 20, 2005
Section(s) Local News
Brief  
 
Maytag‘s repairman will find himself even lonelier next year.

The company said the repairman’s apprentice, who was added to its advertising in 2001, will no longer appear in ads next year.

Mark Devine, who played the apprentice, joined veteran actor Gordon Jump, who played “Ol’ Lonely,” the character created in 1967 to symbolize the reliability of the company’s appliances. The repairman was lonely because he never received phone calls to repair Maytag appliances.

Jump died in 2003, but the company continued the campaign with actor Hardy Rawls as the lonely repairman, who continued to appear with Devine at trade shows and in commercials.

The company said the younger apprentice would represent Maytag‘s future of innovation in new products.

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