Canadian tire retailer Midas launched a humorous televison commercial, “Chase”, spoofing TV coverage of a police chase shot from a news helicopter. The spot won a Gold Pencil at the One Show awards this month.
Through a blizzard, the camera reveals both the suspects’ vehicle and a police car are stuck on a snow-covered street. Instead of the chase continuing on foot, both a suspect and a police officer race to the back of their vehicles and start pushing. The camera pulls back to reveal two males watching television. A Midas representative tells us that customers who purchase and install a set of four tires will receive a free winter maintenance package.
Click on the image below to play the video in YouTube (HD)
“Seasonal tire changes are a ritual for Canadian drivers,” says Glenn Root, vice president, Canadian operations, Midas. “In Canada to prepare for the ice and snow it’s safer to have a car fitted with winter tires and have proper winter maintenance done. Using a surprise and smile, the new campaign humorously reminds and encourages viewers to get ready for winter by visiting their Midas dealer.”
“Winter driving unites all Canadians. While not everyone will appreciate what it’s like to be chased by the police, drivers certainly understand and share the frustrations of winter conditions,” says Alan Russell, chief creative officer, DDB Canada. “The campaign’s humorous approach stands out in a snowstorm of automotive service ads by encouraging people to ensure their tires are ready for when they need them the most. The Midas message is totally about winter safety and the importance of maintenance, but it’s delivered in a much more entertaining, memorable way.”
The national TV campaign was supported by in-store activation elements and radio campaigns in select markets.
Chase was developed at DDB Canada, Vancouver, by chief creative officer Alan Russell, creative director Dean Lee, copywriter Jeff Galbraith, art director Daryl Gardiner, and agency producer Sue Bell.