Midas is putting tire care at the center of its latest national marketing push, bringing William Zabka back for another chapter of the “Midas is the Best” campaign. The new advertisements, created with creative agency Where Eagles Dare, began running across the United States and Canada on August 15, extending the year-long campaign that first launched in April. Zabka again appears as the modern Midas master technician, this time emphasizing precision and discipline in tire service.
The campaign highlights Midas’ Limited Lifetime Tire Guarantee, which accompanies qualifying tire purchases and includes complimentary maintenance such as tire rotations, rebalancing, air pressure checks and inspections for irregular wear every 5,000 miles. The guarantee also provides repair or replacement for eligible tires damaged by road hazards, subject to its terms. Paul Elliott, Vice President of Midas Marketing, said the tire program reflects one of the brand’s longstanding service categories.
Midas is pairing the campaign with a broader value proposition for customers. Through September 30, participating locations in the United States and Canada are offering a full synthetic oil change for $70, plus a disposal fee, with a free tire rotation and digital vehicle inspection. The promotion is positioned around the increased driving demands that accompany the start of the school year, when commuting and family travel can place added attention on vehicle maintenance.
The campaign also arrives as Midas continues to evolve its customer experience across its franchise network. The company recently announced two new national store design concepts that are expected to reshape more than 1,200 Midas locations in the United States and Canada. Together, the marketing campaign and store redesign reflect a broader effort to modernize how the brand presents itself to customers.
For franchise businesses managing service offerings and promotional messages across multiple locations, Gorilla Dash provides a Knowledge Base that can organize operational information, training materials and campaign guidance in one centralized system. That structure can help franchise teams access current information while maintaining greater consistency as promotions and service priorities change.
Midas operates nearly 2,100 franchised and licensed locations across 20 countries, including about 1,200 in the United States and Canada. With Zabka returning as the face of its latest campaign, the brand is using a familiar personality to reinforce its automotive expertise while continuing a broader push around customer value, service guarantees and franchise network growth.