Meet Mr. Bauknecht, Germany's Answer to the Maytag Repairman

He'll take his shirt off—and get yours clean.

Ifa2014 banner
Our editors review and recommend products to help you buy the stuff you need. If you make a purchase by clicking one of our links, we may earn a small share of the revenue. Our picks and opinions are independent from any business incentives.

For over 50 years, the dour-faced, gray-haired, blue uniformed Maytag repairman was a staple of American TV airwaves.

In Germany, Whirlpool's Bauknecht brand is represented by a stylish European gentleman with tousled hair and a fondness for appearing shirtless.

According to Bauknecht, the model is designed to personify Bauknecht appliances—rugged, yet gentle. He also appears to have a wry sense of humor.

Mr.-Bauknecht.jpg
You trust me, right? View Larger

In German advertising, you see him throwing away his dish gloves, because a Bauknecht dishwasher can do the job better. He'll blow you a kiss and tell you how well his refrigerators will preserve your fresh foods. And he'll even take his shirt off, hold up a bra, and tell you that all your clothes will be safe from fabric wear in his washers and dryers.

It's a similar strategy to the controversial makeover that the Maytag repairman got earlier this year. Previously known as Ol' Lonely and played by middle-aged actors, he supposedly had a dull career because Maytag appliances never needed repair.

Today, actor Colin Ferguson plays the repairman as an anthropomorphized home appliance, signifying a shift in consumer attitudes: Modern consumers are interested in performance in addition to reliability.

Our editors review and recommend products to help you buy the stuff you need. If you make a purchase by clicking one of our links, we may earn a small share of the revenue. Our picks and opinions are independent from any business incentives.

What's Your Take?

All Comments
Our editors review and recommend products to help you buy the stuff you need. If you make a purchase by clicking one of our links, we may earn a small share of the revenue. Our picks and opinions are independent from any business incentives.
Advertisement - Continue Reading Below
Advertisement - Continue Reading Below
Advertisement - Continue Reading Below
Advertisement - Continue Reading Below
Advertisement - Continue Reading Below
Advertisement - Continue Reading Below