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Midas begins national television campaign

Automotive service chain Midas has begun a new national television advertising campaign. This is the first original Canadian broadcast campaign for the company in approximately 10 years. The commercial, called "Chase," takes the form of a news report of a police chase in which both the suspect's car and the police cruiser become stuck for lack of snow tires. The chase continues with both parties pushing their vehicles through the snow. Both 15- and 30-second versions of the ad will air, supported by in-store materials and radio ads in some markets. The campaign was developed by DDB Canada of Vancouver. "Winter driving unites all Canadians," said Alan Russell, chief creative officer at DDB. "While not everyone will appreciate what it's like to be chased by the police, drivers certainly understand and share the frustrations of winter conditions. The campaign's humorous approach stands out in a snowstorm of automotive service ads by encouraging people to ensure their tires are ready for when they need them the most. The Midas message is totally about winter safety and the importance of maintenance, but it's delivered in a much more entertaining, memorable way."

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