Lack of transportation is a barrier for millions of Americans, so Midas has launched Project Spark to give back to those who give all of themselves. Designed to help families, veterans and first responders get back on the road, the national initiative will provide repairs, including parts and labor, for vehicles donated through 1-800-Charity Cars. Over the next year or two, Midas will be helping 1,000 families get back on their feet by fixing their cars.
To help introduce the program, The Martin Agency in Richmond, Va., concepted a series of videos that portray that when cars break down, so do lives. We meet people in need of vehicles and see how the program has helped them.
Deric Nance, associate creative director at The Martin Agency, said, “It isn’t every day in advertising that you get to make an immediate impact in someone’s life. And our client sees this as more than just ‘corporate responsibility.’ It’s a complete shift on how Midas sees themselves in the world. Anyone can offer a deal on an oil change. Midas is stepping up and doing something more by what they do best: fix cars.”
The videos, including this anthem piece, were directed and edited by David Schmidt via NB Content.
