PALM BEACH GARDENS, Fla. — TBC Corp.'s Midas International franchise unit has resurrected King Midas as the brand's spokesperson — albeit a younger, cooler version of the legend with a "lighthearted, yet earnest way" of delivering automotive advice.
"The Midas Mission is to 'exceed expectations and make our customers' lives easier,'" said Midas Marketing Vice President Brian LePorin, "and the King both embraces and embodies this commitment and calls on all of us at Midas to live up to it."
The new series of TV commercials — whose message is echoed in the company's redesigned web, print, social and in-store advertising — put forth the brand's new tag line, "Always a Touch Better."
The new commercials highlight extras available at the 1,300 Midas locations such as limited lifetime guarantees on select parts, views into the service bays, and complimentary courtesy checks on each vehicle.
In the commercial that's been airing the past few months, "King Midas" strolls through a Midas shop and turns various auto parts — brakes, shocks, struts, etc. — to gold with a touch of his finger while touting Midas' lifetime guarantees.
"Midas has a track record of innovations that distinguish and elevate the service we offer, and who better to convey this than the King — he is the ultimate Midas spokesperson," Mr. LePorin said.
"After all, only Midas can own King Midas. He is deeply in our DNA. This is an idea we created 61 years ago when we painted our mufflers gold and put crowns on kids in our waiting rooms. It's a part of our unique identity."
The spots were created by The Martin Agency, which has been working with Midas since 2013.