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Maytag breaks Performance Counts campaign

Appliance brand Maytag has begun a campaign tied to its sponsorship of the Toronto 2015 Pan Am/Parapan Am Games. The effort, called "Performance Counts," was developed by Red Lion of Toronto. It includes a 30-second television commercial in which three athletes sponsored by the brand remove their sweaty uniforms and throw them to the Maytag Man spokescharacter to be cleaned. The participating athletes are triathlete Paula Findlay, triathlete Kyle Jones and baseball player Vanessa Riopel. The campaign also makes use of digital materials and an on-site installation called the "Ultimate Laundry Room." Public relations and social media activities also support the campaign, along with a website at <>. Maytag, which is a division of Whirlpool, is the official athlete laundry services sponsor of the games.

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