Midas rolled out the next chapter of its “Midas is the Best” franchise brand campaign on Monday, once again starring William Zabka of “The Karate Kid” and “Cobra Kai.” This installment shifts the spotlight to tires and ties the creative to a national oil change bundle promotion running across the United States and Canada.
The new ads, built with creative agency Where Eagles Dare, cast Zabka as a modern Midas master technician who brings precision and discipline to tire care. The spots began running on Saturday across TV, digital, social and in-store channels in both countries. Midas says the first phase of the campaign already drove double-digit growth in direct traffic and record media performance, giving this chapter momentum to build on.
At the center of the tire push is the brand’s Limited Lifetime Tire Guarantee, which covers free rotations, rebalancing, air pressure checks and inspections every 5,000 miles, plus free repair or replacement for road hazard damage for as long as a customer owns the vehicle.
“Tires are one of our main legacy services,” Paul Elliott, VP of Midas Marketing, said in the announcement.
Elliott framed the free guarantee as real protection for customers at every location, and said putting tires front and center lets Zabka apply the same precision people expect in the service bay to a core Midas offering.
The campaign lands next to a back-to-school promotion. From August 1 through September 30, customers at participating U.S. and Canada locations can get a full synthetic oil change for $70 plus disposal fee, bundled with a free tire rotation and free digital vehicle inspection.
That value message is one franchisees are eager to carry into their communities.
“Consumers are feeling squeezed everywhere right now,” said Ron Katz, a multi-store Midas owner in Florida.
Katz said tighter household budgets heading into the school year make real savings land harder with busy families.
The tire chapter arrives alongside two new national store design concepts that Midas plans to roll out across more than 1,200 locations in the U.S. and Canada. Together the campaign and the redesign point to a brand reworking both how it shows up in the market and how customers experience it in person.
For franchise marketers, Midas is a clean example of national creative doing local work. A celebrity-led spot builds awareness, but the guarantee and the bundle give franchisees something concrete to sell, which echoes how star power only pays off when it translates into local franchise marketing. Pairing a nostalgic campaign with a hard back-to-school offer also fits where franchise marketing is heading as brands court cost-conscious buyers. Star power opens the door, but a clear value story is what turns attention into car counts.