Québec's own Maytag(R) Repairman Returns! - Maytag(R) Home Appliances announces new character for Québec as brand marks 100th anniversary of the first Maytag(R) washer

Maytag(R) Home Appliances has selected Luc Pilon of Montréal as Québec's own Maytag(R) Repairman. The iconic character returns to Québec after a nine-year hiatus, as the Maytag brand marks the 100th anniversary of the first Maytag(R) washer (CNW Group/Whirlpool Corporation)


    MONTREAL, May 1 /CNW Telbec/ - After a nine-year hiatus, Québec once
again has its very own Maytag(R) Repairman - Luc Pilon, 39, of Montréal, QC.
He will officially step into the role today.
    "I'm thrilled to take on the role of a modernized version of this classic
and trusted icon," says Pilon. "The Maytag(R) Repairman is a famous icon in
Québec, one that represented dependable and durable appliances in my own
family's home growing up."
    A province-wide search began in March to cast an energetic, dependable
and outgoing character to take on the iconic role, originally played by
Rolland Bedard of La Famille Plouffe fame.
    Pilon, a bilingual stage and television actor, has acted in Québec,
Ontario and the Maritimes alongside such renowned actors as Michel Dumont,
Normand Chouinard, Benoit Gouin, Marie Tifo and Guy Nadon. He has appeared in
the popular television programs Urgence, 4 et demi, and most recently
L'auberge du chien noir and Virginie, among others.
    With a more relevant look and contemporary feel, including a brand new
uniform, Québec's new Maytag(R) Repairman was chosen from a large pool of
candidates. According to James Oh, marketing manager for Maytag(R) Home
Appliances, Pilon was selected based on his dedication to dependability and
inherently approachable nature.
    "The Maytag(R) Repairman has been extremely popular in Québec and Pilon
is definitely the right man for the job," says Oh. "Luc can relate to people
on a very genuine level. His dependable nature and energetic attitude will
appeal with Québecers right from the start, evoking memories of the past
Maytag(R) Repairmen that resonated in the province for nearly 30 years."
    The unveiling of Québec's new Maytag(R) Repairman coincides with the
announcement in April of a new North American Maytag(R) Repairman character to
serve the United States and English Canada, as well as this year's 100th
anniversary of the first Maytag brand washing machine.
    "This year marks the 100th anniversary of our very first washing machine
and a century of dependability and durability," Oh says. "Now was the perfect
time to unveil a new Maytag(R) Repairman in Québec."
    In his new role, Pilon will appear in Maytag brand TV commercials,
scheduled to launch May 14 in Québec, in promotional merchandising programs
and at public retail appearances, including two retail visits in Québec later
this month.

    A Brief History

    In the late 1960s, Maytag brand's Québec-based distributor conceived a
radio campaign featuring a lonely repairman with nothing to do but drive
around Montréal, looking for work. The innovative idea inspired the famous Ol'
Lonely(R) advertising campaign that later launched in North America.
    The original French Maytag(R) Repairman television character dates back
to 1970, when Rolland Bedard, a well-known character actor, took on the role.
He was the first of three actors to play the role and remained the most
popular character to date.
    The Maytag brand was acquired by Whirlpool Corporation in 2006. The
announcement of a new Maytag(R) Repairman in Québec is part of a series of
initiatives to revitalize the brand and to celebrate its unequalled
century-long tradition of quality and dependability.

    About Whirlpool Corporation

    Whirlpool Corporation is the world's leading manufacturer and marketer of
major home appliances, with annual sales of more than $18 billion, more than
80,000 employees and more than 60 manufacturing and technology research
centers around the world. The company markets Whirlpool, Maytag(R),
KitchenAid, Jenn-Air, Amana, and other major brand names to consumers in
nearly every country around the world. Through superior manufacturing
practices, Whirlpool Corporation continues to nurture the Maytag brand
heritage of dependability and quality consumers have come to expect from
Maytag brand appliances. For more information about any Maytag brand
appliance, visit www.maytag.ca or call 1-800-807-6777. Additional information
about Whirlpool Corporation can be found at whirlpoolcorp.com.

    History of the Maytag(R) Repairman in Québec

    The French Maytag(R) Repairman program was one of Québec's most
successful advertising campaigns. Three well-known character actors played the
role between 1970 and 1998, at which time the North American Maytag(R)
Repairman character became responsible for all of North America, including
Québec.
    Interestingly, the famous North American Ol' Lonely(R) marketing campaign
was inspired by a Québec radio campaign developed in the 1960s by Maytag
brand's Québec distributor. In the campaign, a lonely repairman with nothing
to do drove around Montréal looking for work.
    Before Luc Pilon's appointment as the new character in 2007, three actors
previously played the Maytag(R) Repairman in Québec from 1970 and 1998:

    Rolland Bedard (1970-1989)

    The first repairman and the most popular, Rolland Bedard played the
character from 1970 to 1989. Roland was a very well known character actor who
played the uncle in Québec's most popular TV series, La Famille Plouffe.

    Paul Berval (1989-1992)

    Bedard was replaced by Paul Berval, another character actor and comedian.
Also know for providing the voice of Fred Flintstone in the French TV
adaptation of The Flintstones, Paul also acted in Passe-Partout, one of
Québec's most popular children's shows in the 1980s. He retired from the
Maytag brand Repairman role in 1992.

    Serge Christianssen (1992-1998)

    Serge Christianssen was a character actor on stage, TV and radio. He
played the role from 1992 to 1998.Other historical tidbits about the Maytag(R) Repairman:

    - In 1961, Maytag(R) Home Appliances launched a "dependability" campaign
      featuring unsolicited testimonials from real consumers talking about
      the reliability of their Maytag brand appliances.

    - In 1986, the Maytag(R) Repairman appeared with a new soulmate and
      companion: a sad-eyed Basset Hound named Newton, named after Maytag
      brand's Iowa headquarters.

    - From 1998 to 2007 there wasn't a specific Maytag(R) Repairman in
      Québec; Maytag(R) Home Appliances is now proud to re-introduce this
      well-loved character to the province.

    - To date, the Maytag(R) Repairman is one of the most successful
      marketing campaigns ever run in the province and is highly recognizable
      by Québecers.

                                  LUC PILON
                         Québec's Maytag(R) Repairman

    Raised in Saint-Jérôme, Luc Pilon is a Montréal-based actor and the fourth
person to play the Maytag(R) Repairman in Québec.
    A graduate of Collège Lionel-Groulx's theatre program, Luc has appeared in
productions from such theatre companies as Rideau Vert, La Licorne, Monument
National, Espace Libre, Place des Arts and Théâtre Prospero. He has worked in
Québec, Ontario and the Maritimes and has acted alongside such renowned actors
as Michel Dumont, Normand Chouinard, Benoit Gouin, Marie Tifo and Guy Nadon.
    On television, Luc has appeared in the popular programs Urgence, 4 et
demi, L'auberge du chien noir and Virginie. In addition to television and
theatre work, he has done various voice work including dubbings and
narrations. He has also taken part in short films and corporate videos in both
French and English.
    Over the course of his career, Luc has worked with such directors as
Michel Poulette, Michel Tardif, Alain Chartrand and Pierre Houle. Most
recently, he worked with award-winning director David Steinberg on the new
Maytag(R) Repairman television commercial, which launched on Québec television
in May 2007./NOTE TO PHOTO EDITORS: A photo accompanying this release is available on
    the CNW Photo Network and archived at http://photos.newswire.ca.
    Additional archived images are also available on the CNW Photo Archive
    website at http://photos.newswire.ca. Images are free to accredited
    members of the media/



For further information: or for an interview with Luc Pilon, please
contact: Anne Pelletier, CASACOM, (514) 286-2145, poste 228,
apelletier@casacom.ca