Audiotheque

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New jingle for Midas

When you think of Midas, you instantly think of the almost mythical tagline ‘Onderhoud zonder zorgen’. Agency Duke & Grace tackled the challenge to update and reposition Midas as a brand, inevitably also taking care of the jingle.

Goal was to reposition Midas as a brand, adding an emotional layer to it and focussing on human interactions and bringing the brand mission 'taking care of every driver' alive on every touchpoint.

Jingle

By transforming the baseline ‘Worry-free maintenance’ into ‘Maintenance with care’ (onderhoud met zorg/L’entretien aux petits soins) we highlighted that human aspect and made it more positive. We kept the catchy and recognizable melody but made a modern and up-to-date version of it.

Midas jingle
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TV commercials

The new positioning and visual style were also translated to the big and smaller screen. In 4 short TV spots, we follow different people from a Midas garage to important moments in their lives: a first date, a big wedding, a warm summer holiday or an exciting road trip.

Throughout these different stories, we incorporated the Midas melody in different ways to make sure they matchs the image.

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