Spoofing a breaking news report, the new national Midas television spot "Chase" humorously conveys the need for winter tires and the importance of winter car maintenance. Developed by DDB Canada’s Vancouver office, the new spot marks Midas’ first original Canadian broadcast campaign in almost 10 years, as well as their first national marketing activity specifically for their tire products and services.

"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."