Midas begins B.S. campaign
By Rob Bale
Automotive service chain Midas has begun a Canadian campaign called “Don’t Put Up With B.S.” Developed by BarkleyOKRP of Kansas City, MO, the national campaign features two mechanic characters named “Carsplaining Carl” and “Just Wait Walter,” who take advantage of their customers’ lack of automotive knowledge. The campaign seeks to convey that consumers can say no to bad service. It consists of television and online video advertising, as well as digital out-of-home ads in Vancouver, Toronto and Montreal. The Canadian version of the campaign was produced with the participation of Ogilvy, Icon Media and The Zimmerman Agency.
“Every car owner has experienced that moment when they feel they are at the mercy of an auto-care expert who they know is not treating them right,” said Katy Hornaday, chief creative officer at BarkleyOKRP. “This fueled the ethos of the ‘Don’t Put Up With B.S.’ campaign and inspired our combined mission to make a big difference in the auto care industry.”