It’s ‘Go Tatham’ for Midas Spots

Agency’s First TV Work Created in 2 Weeks
CHICAGO–“Go Midas” is the rallying cry behind Euro RSCG Tatham’s new campaign for Midas, which broke over the New Year’s weekend with a promotional spot that lays the groundwork for major changes in the retailer’s look.
The 15-second spot for a $69.95 brake special was created in a matter of days and hit the air not more than two weeks after Tatham was awarded creative duties on the Midas account [Adweek, Dec. 21]. The Chicago company bought some of the storyboards as presented in the review, and also needed a spot to back a January brake replacement special. That led to a rush order to fill an initial batch of previously purchased 15-second TV placements.
The spots, created on a computer, unveil the new “Go Midas” tag, and hint at the graphic changes in Midas ads to come.
The aim is to set Midas apart from its competitors by adopting a more vibrant look. To that end, red plays a significant role in new graphics and a logo that for years used old-fashioned script in black and gold.
“We needed a big signal that [Midas has been] rejuvenated,” said Jennifer LeMay, executive creative director at the Chicago agency.
–Trevor Jense