Tatham's New Midas Work Aims at Relationships

Ads Tout Expanded Services and People’s Connection to Cars
CHICAGO–Midas seeks to change the perception that it is “just mufflers” with a $55 million campaign from Euro RSCG Tatham that breaks this week.
“What we’re doing is more than just an advertising campaign per se,” said Bruce Hutchison, Midas’ vice president of marketing. “We’re really re-defining a company.”
The Itasca, Ill., client has expanded its offerings in vehicle maintenance and has extended its service hours. An overhaul of its logo, stores and uniforms is part of the effort to build a more contemporary, relationship-oriented image.
Tatham’s campaign seeks to play on people’s passion for and reliance on their cars.