King Midas Returns to Midas Commercials - Tire Review Magazine

King Midas Returns to Midas Commercials

The brand's new message? King Midas is alive, well and offering guidance and advice to the mechanics and managers at the nearly 1,300 care-care locations named after him.
MidasMan
Look for the Midas Man in Midas’ new television commercials.

With the Midas TV commercials that begin broadcasting this past fall, the 61-year-old brand communicated a simple message: King Midas is alive, well and offering guidance and advice to the mechanics and managers at the nearly 1,300 care-care locations named after him.

The cool, young King embodies the spirit of Midas, and in his lighthearted-yet-earnest way turns everything to gold in the commercials – literally and figuratively. The company says he’s an advocate for the customer service at Midas, whose stated goal is to be “Always a Touch Better.”

“The Midas Mission is ‘to exceed expectations and make our customers’ lives easier,’” said Brian LePorin, Midas marketing vice president, “and the King both embraces and embodies this commitment and calls on all of us at Midas to live up to it.”

The new commercials, which eco the Midas service message also seen in the company’s redesigned web, print, social and in-store advertising, highlights extras such as limited lifetime guarantees on select parts, views into the service bays and complimentary courtesy checks on each vehicle. The spots were created by The Martin Agency, which has been working with Midas since 2013.

“Midas has a track record of innovations that distinguish and elevate the service we offer, and who better to convey this than the King – he is the ultimate Midas spokesperson,” said LePorin. “After all, only Midas can own King Midas. He is deeply in our DNA. This is an idea we created 61 years ago when we painted our mufflers gold and put crowns on kids in our waiting rooms. It’s a part of our unique identity.”

Originally run on Aftermarket News, Tire Review’s sister site.

 

You May Also Like

TIA opens voting for its 2024-2025 board of directors

Thirteen candidates, including two incumbents, are competing for four open positions.

TIA-voting-stock

Voting is now open for the 2024-2025 Tire Industry Association (TIA) board of directors. Thirteen candidates, including two incumbents, are competing for four open positions. The elected candidates will serve three-year terms.

The nominees for the board of directors are as follows:

Derek Arp - General manager, Great Lakes Best One Inc., Cleveland, Ohio;

Cosmo Tires launches redesigned tire labels

Cosmo Tires is also introducing a series of collectible stickers that will accompany the new tire labels.

Cosmo-redesigned-tire-labels
Do severe duty brake pads trade power for longevity?

Akebono says a new friction formula increase life and lower noise, while maintaining stopping power.

Maintenance-Minute-Akebono-severe-duty-brake-pads
VIP Tires & Service, Joe’s Tire Shop launch customer appreciation promotions

Promotions will be running through Aug. 21.

VIP-Tire-Waterbury-Customer-Appreciation-Event
ASE to provide a testing and certification program for xEV high-voltage safety

Once the test is passed, the test-taker receives an electronic credential and a certificate.

Other Posts
BKT becomes member of the Global Platform for Sustainable Natural Rubber’

GPSNR brings together natural rubber producers, traders, tire manufacturers and other industry partners to promote sustainable solutions.

OTR-tire-feature-– BKT-Earthmax-Sand-Pic-1400
PRT launches 28 new complete struts in North America

These products expand coverage to nearly 6 million vehicles.

PRT-28-new-struts-1400
Doran releases 360OTR tire monitoring system

The system can be integrated with telematics devices to provide off-vehicle communications of tire pressure and temperature data.

Doran-4-tire-monitoring-system
Akebono names new regional sales manager

Erick Kinnunen joins Akebono with more than 40 years of experience in aftermarket sales, training and management.

Akebono-regional-sales-manager