This is a funny, in a stupid way, video clip. Spoofing a breaking news report, the new national Midas television spot Chase humorously conveys the need for winter tires and the importance of winter car maintenance. Developed by DDB Canada (Vancouver office), the new spot marks Midas' first original Canadian broadcast campaign in almost 10 years, as well as their first national marketing activity specifically for their tire products and services.
iPhone/iTouch users: http://www.youtube.com/watch?v=QsxV49pmnL8
Factual Information on the Humorous Campaign
"Seasonal tire changes are a ritual for Canadian drivers," says Glenn Root, vice president, Canadian operations, Midas. "In Canada to prepare for the ice and snow it’s safer to have a car fitted with winter tires and have proper winter maintenance done. Using a surprise and smile, the new campaign humorously reminds and encourages viewers to get ready for winter by visiting their Midas dealer."
The commercial launched mid-October of 2008 with 15- and 30-second versions of the TV spot depicting news coverage of a Canadian police chase shot from a news helicopter. Through a blizzard, the camera reveals both the suspects vehicle and a police car are stuck on a snow-covered street. Instead of the chase continuing on foot, both a suspect and a police officer race to the back of their vehicles and start pushing.
"Winter driving unites all Canadians. 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," says Alan Russell, Chief Creative Officer, DDB Canada. "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."
The new campaign also communicates a special offer, when customers purchase and install a set of four tires they will receive a free Winter Maintenance Package that includes oil change, tire rotation, battery check, brake check and more.
The national TV campaign is supported by in-store activation elements and radio campaigns in select markets. DDB Canada has been Midas agency of record in Canada since 2005. The "Chase" was developed at DDB Canada, Vancouver, by chief creative officer Alan Russell, creative director Dean Lee, copywriter Jeff Galbraith, art director Daryl Gardiner, and agency producer Sue Bell.
Filming was shot by director Tom De Cerchio via The Garden, Toronto, with director of photography Michael Bonvillan and executive producers Jamie Phair and Bruce Dawson.
Editor was Johnny DeVrie at School Editing. Colorist was Eric Whipp. Post production was done at Alter Ego, Toronto. Sound was produced at Wave Productions and Sound Studios. ▣
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