Midas, a subsidiary of TBC Corp., has announced the launch of a new brand initiative, “Don’t Put Up With B.S.,” which is designed to highlight its “commitment to taking a better approach to auto care and putting an end to bad service in the automotive service industry and beyond.”
According to Midas, the campaign conveys examples of bad service — such as being talked down to or being forced to urgently make a decision — with humor and a call for change.
The initiative also highlights Midas’ guarantee on select parts like brakes, shocks and struts, along with other measures intended to increase transparency, such as comprehensive inspections known as a Closer Look Vehicle Check.
The campaign will debut with a series of ads across streaming services and social media. And, elements of the initiative will appear on out-of-home-boards in Austin, TX: Calgary; Chicago; Boston; Miami; Philadelphia; San Antonio; Toronto; and Vancouver and on digital channels.
