Midas Launches New Safety and Reliability Advertising

ITASCA, Ill.--May 1, 2006--Midas, Inc. is launching a new series of television commercials that feature everyday life stories to dramatize how people can depend on Midas automotive services to help customers keep their vehicles operating safely and reliably.

In the spot "Busted," which debuts today, a teenage couple pulls into her driveway after curfew--only to awaken her household when his squeaky brakes "announce" their late arrival. A Midas mechanic then asks, "Who is counting on your brakes today?" The story is resolved the following day in a Midas shop, where the Midas mechanic takes care of the brakes on the teen's car.

A second commercial called "Waiting" shows a young and extremely bored boy passing the time while waiting for his mother to pick him up after school. The spot cuts to his mother's repeated attempts to start her car. A Midas mechanic then asks "Who's counting on your car today?" and the issue is resolved at the Midas shop.

"These new commercials build on Midas' legacy of trust, and continue the important brand equities built by 'Trust the Midas Touch'. At the heart of these commercials is what really matters to our customers, the safety and reliability of their cars. Our customers care, and Midas cares, because their families depend on the safe and reliable performance of their cars everyday," said Rick Dow, Midas senior vice president and chief marketing officer.

With the focus on safety and reliability, the new commercials add a higher level of importance to the "trust" campaign that Midas began in March 2004. Both spots end with the line "Be safe. Trust the Midas Touch."

"These new commercials take our brand's trust promise and brake leadership to a much more meaningful and emotional place in our customers' lives" Dow said.

The campaign is a product of DDB Chicago, Midas' North American marketing partner.

"There are powerful messages in these ads because the simple life stories connect with people to show customers that Midas truly cares about them," said Rick Korzeniowski, senior vice president and group creative director at DDB Chicago. "The lines 'Who's counting on your brakes?' and 'Who is counting on your car?' really connected with consumers in our early testing. They know it's not just about cars, because it's about them and who is counting on them to help ensure that their cars are safe and reliable. And that's why they can count on Midas."

The new spots are airing on network and cable sports and entertainment programming during May and will promote Midas maintenance and brake services during eight weeks of airings that begin in mid-June and run on a continuity basis until Labor Day.

To view the new commercials, click on the link below or copy and paste the link into your browser:

http://www.akamediainc.com/Midas/NewMidasCommercials.htm

Midas is one of the world's largest providers of automotive service, offering brake, exhaust, maintenance, tires, steering and suspension services at more than 2,600 franchised, licensed and company-owned Midas shops in 19 countries, including 1,800 in the United States and Canada.

DDB Chicago is the largest DDB agency and is one of the world's most awarded agencies for creativity and effectiveness. Named Agency of the Year by the Clio Awards in 2003 and 2004, DDB Chicago works for a strong roster of blue-chip clients including Anheuser-Busch, McDonald's, Dell, State Farm, Office Max , JCPenney, Capital One, LensCrafters, Midas, The Chicago Tribune, Cars.com and Dairy Management, Inc.