The bird in the CarMax commercials is an animated anthropomorphic red cardinal named Tippi. Tippi first appeared in CarMax ads in 2018 and has been the company’s mascot in their television commercials ever since. The poofy-headed little red bird is portrayed as enthusiastic, fun-loving, and passionate about cars and deals. Tippi’s antics and catchy “Ka-caw, ka-caw!” call have made the character beloved by many viewers. But who voices Tippi and what is the story behind this feathery CarMax spokesperson? Let’s take a closer look at the origins of everyone’s favorite car-selling cartoon cardinal.
Voice Actor Behind Tippi
The voice behind Tippi belongs to comedian and voice actor Annie Gaussell. Gaussell is an improv comedian and performer who has done voice work for animations, commercials, and audiobooks. Some of her other voice acting credits include campaigns for Google Assistant, Ziploc, and Zulily.
Gaussell’s energetic and enthusiastic voice is a perfect match for the bubbly onscreen personality of Tippi. Her vocal characterization gives Tippi a distinct voice that has resonated with viewers. Even though Tippi is computer animated, Gaussell’s voice work succeeds in making the character feel alive and expressive.
Creation of the Tippi Character
Tippi was created specifically for CarMax’s ad campaign by the agency Silver + Partners. The ads featuring Tippi are all computer animated and produced by Buck, a digital content studio.
Silver + Partners wanted to develop an animated character to serve as a fun, memorable spokesperson for CarMax. The goal was to create a mascot who could highlight the customer experience and savings CarMax provides in an upbeat, lighthearted way.
After considering various options, the team landed on the concept of Tippi the bird. Birds are a natural fit for a car dealership’s mascot since terms like “hatchback” reference bird wings and car models are often given bird names like “Falcon” or “Firebird.”
The cardinal was selected specifically because cardinals are eye-catching birds associated with cheerfulness and enthusiasm. Tippi’s energetic wings-up gesture as he runs toward cars echoes the arm-waving displays male cardinals do to attract mates in nature.
Several rounds of concept art were developed to hone in on the right look for Tippi. The final design depicts the cardinal with an oversized head, puffy “hair” tuft, and overexpressive eyes to maximize the character’s animated quality. Tippi was intentionally designed to be cute, fun, and engaging on screen.
Tippi’s Purpose in CarMax Ads
Tippi serves multiple important functions in CarMax’s advertising campaigns. Firstly, Tippi provides a consistent brand spokesperson that viewers can grow attached to and identify with the CarMax brand. Memorable mascot characters like Tippi, GEICO’s gecko, or Tony the Tiger stick in viewers’ minds and help establish an emotional connection.
Secondly, Tippi adds humor and levity to the ads. His wild “bird brained” antics like smacking into glass doors or getting tangled in streamers bring an element of laugh-out-loud comedy. The exaggerated cartoon shenanigans make the commercials more enjoyable and entertaining to watch.
Tippi also energizes the ads with boundless enthusiasm. His supercharged excitement about CarMax’s offerings, which he expresses through running, diving, jumping and shouting “Ka-caw, ka-caw!” gives the spots a dynamism and exuberance that engages viewers.
And importantly, Tippi simplifies and communicates the key CarMax selling points. By breaking down concepts like the pleasures of browsing CarMax’s vast selection, savings compared to traditional dealers, and no-hassle buying, Tippi educates viewers on why CarMax is beneficial in a straightforward, fun way.
Tippi in CarMax Commercials
Since his debut in 2018, Tippi has starred in dozens of CarMax TV spots and web videos. Some of his most popular CarMax commercials include:
– “Tippi’s CarMax Song”: Tippi sings about the CarMax experience with lyrics like “Easy way to save, ka-caw! No dealing with hagglers, ka-caw!” This ad introduces viewers to Tippi’s character.
– “Red Carpet Car Deal”: Tippi runs an awards show-style “red carpet” where used cars roll up to be celebrated like celebrities. The ad touts CarMax’s huge selection.
– “Tippi the Bird Brain”: In a series of quick vignettes, Tippi humorously misunderstands idioms related to cars and dealerships. This spot focuses on CarMax’s no-haggle pricing.
– “Tippi Test Drive”: Tippi takes buyers on fantasy “test drives” where they fly through the sky or speed through space in the cars. The ad conveys the joy of driving a CarMax car.
– “Tippi’s Surprise”: Tippi throws a birthday party for a young girl who dreams of buying her first car. He showcases how CarMax makes car buying exciting.
– “Tippi Tailgate”: Tippi turns a CarMax lot into a football tailgate party to demonstrate CarMax’s savings and selection.
In addition to TV commercials, Tippi appears in CarMax’s digital and social media marketing. The character helps provide a consistent brand identity across platforms.
Reception and Impact
Tippi has proven very effective as CarMax’s animal mascot. He has received overwhelmingly positive reactions from viewers and become a fan favorite.
People find Tippi’s exaggerated cartoon behavior hilarious and charming. His hyper-enthusiasm is also endearing – it’s hard not watch Tippi bouncing around without cracking a smile. This lovable personality translates well to memes and gifs shared by fans on social media.
Surveys indicate Tippi is succeeding at increasing brand awareness and affinity for CarMax. Viewers who see the ads demonstrate greater recall of CarMax’s key messages around selection, savings and experience compared to non-viewers. CarMax has also tracked sales lifts in markets where Tippi ads are running.
Tippi’s impact helps illustrate the power of brand mascots. An appealing character provides a way for people to form an emotional connection. Tippi’s humor and joyful energy get audiences engaged with the CarMax name and meaningfully influence their perceptions. He has become an iconic mascot generating major buzz and goodwill for CarMax.
Why Tippi Works
There are some key reasons why Tippi resonates so strongly as an advertising mascot:
– Distinctive Design: Tippi’s exaggerated cardinal design with a puffy head and expressive eyes makes him memorable and easily recognizable.
– Vocal Performance: Gaussell’s bubbly voice acting brings Tippi to life in an infectious, humorous way.
– Relatable Personality: Tippi’s enthusiasm and “bird brain” misunderstandings give him endearing, human-like qualities.
– High Energy: Tippi’s non-stop motion and singing inject vitality and fun into the commercials.
– Simple Messaging: Tippi communicates CarMax’s key benefits in a straightforward, repetitive manner using catchphrases like “Ka-caw!”
– Cross-Platform Presence: Tippi provides consistent branding across TV, online video, social media, and more.
– Cuteness Factor: Tippi’s round shape, bright colors, and animated facial expressions trigger an emotional response.
– Unique Role: There are few other car dealership mascots, allowing Tippi to stand out.
These factors have combined to make Tippi a breakout character audiences love. His popularity shows that a mascot designed strategically around a brand’s objectives can become an iconic ad icon.
Tippi Moving Forward
Looking ahead, Tippi appears poised to continue delighting audiences and representing CarMax. Based on his success so far, CarMax seems likely to keep Tippi as a key face of its advertising strategy.
There are almost endless possibilities for new commercial concepts and situations to place Tippi in as the character develops. Tippi may get new looks for holidays or special promotions. The writers can craft storylines tailored around specific CarMax offerings like online shopping features or electric car options.
CarMax would also be smart to explore putting Tippi into longer-form content on streaming platforms where his humorous adventures could be more fully realized. A series of YouTube miniseries or a collection of brief streaming shorts could provide fun opportunities to expand Tippi’s world.
As the CarMax brand evolves, Tippi can evolve along with it while maintaining his core enthusiastic bird identity. This lovable mascot still has much more mileage left to go in his mission to help people save money on quality used cars. Tippi’s future looks bright and his upbeat “Ka-caw!” will likely echo through CarMax ads for years to come.
Conclusion
In summary, the bird featured in CarMax commercials is an animated cardinal named Tippi voiced by Annie Gaussell. Tippi was specially created by Silver + Partners to serve as an upbeat, humorous spokesperson for CarMax. With his exaggerated movements, catchy vocalizations, and “bird brained” charm, Tippi has proven hugely effective at capturing viewer attention and building an emotional connection to the CarMax brand. Tippi’s massive popularity and ability to communicate CarMax’s key messaging demonstrate the power of well-crafted advertising mascots. Going forward, this feisty fowl is sure to continue fluttering his way into the hearts of audiences everywhere.
