Perhaps unsurprisingly, six out of 10 Spaniards think mechanics are liars, according to the Spanish Organization of Consumers and Users (OCU). The country's economic crisis has only exacerbated that belief. Midas, though, claims to have built its reputation on transparency and sincerity. To give that notion salience, Proximity subjected its mechanics to a Minority Report-style lie detector test.
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.