Midas launches ‘Midas. You can rely on us.’ brand and retail campaign via AJF Partnership

Midas, one of Australia’s most established car servicing brands, has launched ‘Midas. You can rely on us.’, a new, fully integrated brand and retail campaign created by AJF Partnership.

The campaign demonstrates that Midas is always transparent and frank when it comes to servicing your car, unlike perceptions of the category.

Midas is introducing Australia to its newest store manager, Frank, to bring this to life. He’s a 2ft tall, blue felt embodiment of the trustworthy frankness you’ll get with every Midas service.

Says Frank: “Let’s be frank about press releases, they all sound the same. There’s the usual quote from the G.M of Marketing that I am ‘actually a distinctive asset that will cut through and engage with our audience,’ then the agency CD says something that makes the client happy like ‘Frank is always frank and honest, not only when it comes to car repairs, but also in life’ blah, blah, blah. It then usually wraps up with a ridiculously long list of credits of people that only spent five minutes working on the campaign.”

He continues, unprompted: “But at Midas, we’re different. Instead, we’ve made this press release nice and short so you can go straight to checking out the creative and start thinking about what razor-sharp witticism you’re going to write in the comments below – anonymously of course.”

‘Midas. You can rely on us.’ has launched across TV, radio, social and online, with a website refresh and update to store livery also taking place.

Client: Midas
Bapcor Retail Executive General Manager: Tim Cockayne
General Manager: Rob Lewis
Bapcor Retail General Manager Marketing: Karl Winther
Local Area Marketing & Media Manager: Cameron McMahon
Advertising Coordinator: James Tavitian

Creative: AJF Partnership
Executive Creative Director and Founder: Adam Francis
Creative Director: Andy Jones
Senior Copywriter: Matt Newman
Senior Art Director: Rhyen Ellis
Client Partner: Bryce Coombe
Senior Account Director: Ferne Archer
Senior Strategist: Elyse Scott
Senior Integrated Manager: Paul Davis
Film and Photography Producer: Soraya Darwish

Film Production: Sweetshop
Director: Max Barden
Managing Director: Edward Pontifex
Executive Producer: Greg Fyson
Producer: Tom Davies
Post Production: ARC edit
Producer: Freya Maddock
Editor: James Ashbolt
Colourist: Edel Rafferty
Flame Artist: Eugene Richards
Sound: Final Sound
Sound Engineer: Craig Conway
Producer: Pip Wright

Puppet Creation: The Puppet Creation Lab
Puppet Maker: Michael Lanzer
Puppeteer: Jarrod Fairclough

Photographer
Garth Oriander

Media: Hatched

Founder and Owner: Jack Byrne
Managing Partner: Stephen Fisher