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Midas: Knock Knock
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Since partnering with The Martin Agency after a three-month review, Midas has worked with the agency to develop an entirely new system of graphic language that will touch every point of consumer interaction in traditional media, digital, social and in-store. The creative idea will bring to life "The Midas Touch," an idea known for decades in the auto repair industry because of the familiar jingle "Trust the Midas Touch." The new campaign will not only update the phrase, but will also give it a completely new meaning for today’s drivers.
The Martin Agency created a character that's unique and ownable by Midas — a talking, golden hand. The hand seeks to help people by urging drivers to get "some of that Midas Touch. He goes on to define what The Midas Touch is, by telling a customer what absolutely needs to be fixed to keep his car running smoothly today and more importantly, what car improvements can wait.
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