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Midas and The Martin Agency are putting their faith in a talking hand.
A new campaign breaking tonight uses a disembodied golden hand with a face in its palm to represent the auto repair chain’s “Midas touch.” The character appears in two TV spots and other types of ads, including promotional signs inside the chain’s waiting rooms.
In one TV ad, the hand talks to a thirtysomething guy about what may have caused his car’s engine light to turn on.
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