Maytag search for everyday hero in final stage

As part of its 100th-birthday celebrations, the brand has been asking Canadians to nominate their most dependable fellow citizens.

Maytag Canada’s search for our country’s ‘Most Dependable Everyday Hero’ has started its last leg with a list of over 100 nominees slimmed down to five stalwart finalists.

Part of the brand’s centennial celebrations, the contest will send the ultimate winner to Maytag’s ‘Dependability Hall of Fame,’ a cross-country campaign to honour Canada’s most dependable people, places and things, as voted by Canadians.

‘This program is about paying tribute to the ‘everyday hero’ – people who might think twice about their own qualities, but who other people find to be extraordinary,’ explains Maytag marketing manager Paula Zronik.

The first portion of the contest kicked off in late March with the nomination process. Now Canadians are being asked to vote for their favourite of the five finalists – who were picked by an independent judging committee and Maytag reps, and are profiled online at

The voting process runs until June 1, and the initiative will culminate in a public event in Niagara Falls on June 18. It will be hosted by the brand’s iconic Maytag Repairman, who will introduce the winner of the current contest, plus three other 2008 inductees: Niagara Falls as ‘Canada’s Most Dependable Landmark,’ the Weather Network’s Chris St. Clair as ‘Canada’s Most Dependable TV Weather Personality’ and pizza as ‘Canada’s Most Dependable Food.’

The program is the brainchild of Harbinger, Maytag’s PR agency, which is handling media relations as well as an eight-week online buy on, including super-banner and big-box ads.