Frank, the newest store manager, brings the Midas dream to life.
Midas has launched a fully integrated brand and retail campaign created by AJF Partnership: “Midas. You can rely on us.”
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.
Frank: “Let’s be frank about press releases, they all sound the same. There’s the usual quote from the GM 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.”
"Midas. You can rely on us." launched yesterday across TV, radio, social and online, with a website refresh and update to store livery also taking place.
Feature TVCs
- Transparent pricing: https://www.youtube.com/watch?
v=AlFuAISYDOY - Tyre deal: https://www.youtube.com/watch?
v=CD39JVKoSRc
Other TVCs
- Essential service: https://www.youtube.com/watch?
v=9j8DLZx3BYs - Safety Check: https://www.youtube.com/watch?
v=wGDp7LOb-kc
Credits
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
