King Midas brings the Golden Touch to Car-care Leader’s Commercials

Palm Beach Gardens, FL– December 21, 2017 – 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: That’s the message being delivered in lighthearted TV commercials promoting Midas car-care expertise that the 61-year brand began broadcasting this fall.

Make that a cool, young King who embodies the spirit of Midas, and in his lighthearted-yet-earnest way turns everything to gold in the commercials—literally and figuratively.  He’s an advocate for outstanding 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 Midas Marketing VP Brian LePorin, “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, whose Midas service message is echoed 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 who 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.”

The famous brand, which forged its reputation in the 1950s and 1960s through speedy muffler installation, today offers an extensive range of services, including tires. In 2012, Midas joined the family of brands owned by Florida-based TBC Corporation, a tire industry giant, and today is taking steps toward becoming the future new home for premium tires across North America, including Michelin, BFGoodrich, Goodyear, Continental, Yokohama, Nitto and Cooper Tire.

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About Midas
Midas is one of the world’s largest providers of automotive services, offering brake, tire, maintenance, exhaust, steering and suspension services at more than 2,100 franchised, licensed and company-owned Midas shops in 13 countries, including nearly 1,300 in the United States and Canada. For more information visit midas.com.