Leo Burnett, the Chicago ad agency, had already spent years burnishing Maytag's reputation for reliability in print ads; when the washing machines began advertising on television starting in 1967, the agency created a personality every bit as distinctive, memorable and enduring as the agency's other characters, like Tony the Tiger and The PIllsbury Doughboy. In fact, this guy was a little doughy, too: That's character actor Jesse White as the lonely sad sack indentified only as The Maytag Repairman. Through a succession of TV spots and ads, "Ol' Lonely" waited in vain for the phone to ring, telling him he was needed to fix a broken Maytag. Jesse White got the part (beating out comic actor Phil Silvers, among others) and played the character until 1989, before relinquishing the role to a succession of actors since. In recent years, with dependability becoming perceived as more of a parity quality among competing brands, Maytag has tweaked the character a...