CarMax set out to reclaim leadership in the used car market amid pressure from digital disruptors and traditional dealerships. The insight: today's buyers crave flexibility and control, yet most industry messaging failed to reflect how people actually shop. So CarMax retired its two-decade-old tagline and launched "Wanna Drive?," an omnichannel platform across TV, streaming, digital, social, and audio. Spots featuring the CarMax House Band, fronted by comedy trio Wolves of Glendale, followed real customers through their journeys with playful anthems.