Midas, BarkleyOKRP's New Ad Addresses 'BS' in Car Care

Midas Car Care is taking a stand against bad service (BS) in a hilarious new campaign made together with independent creative agency BarkleyOKRP.

"Don't Put Up with B.S." aims to highlight Midas' commitment to providing excellent, no-fuss service to its customers — no matter their gender. 

"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," Katy Hornaday, BarkleyOKRP chief creative officer, said in a statement.

Hornaday adds that these customer experiences fueled the ethos for Midas' new campaign and inspired the brand's mission to make a difference in the auto care industry. 

The latest initiative was born out of research by BarkleyOKRP conducted in North America, which revealed that women are twice as likely to feel intimidated during car care visits than men and twice more likely to be concerned about being taken advantage of. 

 

 

 

 

 

View this post on Instagram

 

 

 

 

 

 

 

 

 

 

 

A post shared by Midas (@midasofficial)

Furthermore, 43% of women feel they need to bring a companion to avoid potential exploitation during their visit.

One woman from the 2,000 survey respondents shared her experience of taking her car for an oil change, expecting to pay at most $50 but ended up paying $400. 

The woman also felt taken advantage of, as the service "upsold" her on filters, among other things. 

BarkleyOKRP's research also showed half of the participants saying they experienced bad service in auto repair shops, while 90% felt they had been charged more than they should have. 

The brand saw an opportunity to let its superb service shine and prove that not all visits to an auto-service shop lead to unpleasant encounters and unnecessary spending.

 

 

 

 

 

View this post on Instagram

 

 

 

 

 

 

 

 

 

 

 

A post shared by Midas (@midasofficial)

Midas VP of Marketing Phoebe Hennessy shares her thoughts on the shocking results of the survey:

"When women told us that auto-care mechanics rolled their eyes at them or made them feel like they didn’t know anything about their vehicles, we knew that the Midas difference was worth celebrating."

The latest efforts by the brand and agency highlight the need for data-driven brand marketing strategies.

By identifying its customers' pain points, Midas was able to address their concerns, as well as tout its quality service as the solution to unfavorable auto-shop visits. 

Midas Says 'No' to BS

The 30-second spot kickstarts with an auto repair staff playing games on his phone as a woman enquires about their services. 

"Over the years in the auto repair business, there's been some serious 'BS,' that is to say, bad service," the narrator begins. 

Unhappy with how she was being treated, the woman sought other auto repair shops — only to be downplayed again and again. 

 

 

 

 

 

View this post on Instagram

 

 

 

 

 

 

 

 

 

 

 

A post shared by Midas (@midasofficial)

One repairman asks the car owner if she wants him to talk to her husband, while another man attempts to trick her into buying an unnecessary "premium plus extra package."

Tired of putting up with the BS, the woman heads to Midas, where she gets help understanding "what needs fixing now and what can wait." 

The advert ends with a call-to-action, inviting viewers to reroute to Midas. 

Previously, BarkleyOKRP developed a campaign for Red Lobster starring one of the restaurant chain's biggest fans, rapper Flavor Flav.

Editing by Katherine 'Makkie' Maclang