New Midas Campaign by BarkleyOKRP Urges Consumers: "Don't Put Up With B.S."

Aug. 08, 2024

The old trope of a woman (or a man) staring confusedly while an auto mechanic explains a car issue is the inspiration behind a new campaign for Midas - "Don’t Put Up With B.S." (Bad Service). The new work from creative agency BarkleyOKRP addresses auto care pain points with data, humor and a commitment to incite real change in the auto care industry.

The multimedia advertising initiative follows research amongst 2,000 men and women across North America conducted by BarkelyOKRP that reveals deep concerns about the honesty and integrity of auto care services. This includes:

• Women are 2x more likely than men to feel intimidated during car care visits
• They are 2x more likely than men to be concerned about being taken advantage of 
• Once they’ve had a negative experience, the damage is lasting, as 43% of women admit to feeling the need to bring a companion along to avoid potential exploitation.

As one woman surveyed said:

“I took my car for an oil change expecting to pay no more than $50 and left paying $400! I think they took advantage of me for being a woman and not understanding cars. They ‘up sold’ me on filters and other things.” 

 

While women have it the worst, the research showed that auto care is often not a pleasant experience in general: 

• Half of participants said they have experienced bad service in auto repair shops 
• 90% of people feel they have been overcharged
• ⅔ say they have been mistreated in an auto care shop at least once by being pushed into unneeded services, being ripped off or pressured

Phoebe Hennessy, VP of Marketing at Midas said:

“When women told us that auto-care mechanics rolled their eyes at them or made them feel like they didn’t know anything about their vehicles, we knew that the Midas difference was worth celebrating.The insights we uncovered about real consumer pain points gave us the opportunity to showcase the Midas difference and our focus on great service.”

 

In the campaign, we meet ‘Carsplaining Carl’ and ‘Just Wait Walter,’ auto mechanics who say things like “You know your car needs oil to run right?” These bad-service characters are no match for the self-assured customers who understand that they have the power to say “no” to bad service.