Canadian Police Chase Credits: 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 Canadas 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 its 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. Launching this week, 15- and 30-second versions of the TV spot depict news coverage of a Canadian police chase shot from a news helicopter. Through a blizzard, the camera reveals both the suspects vehicle and a police car are stuck on a snow-covered street. Instead of the chase continuing on foot, both a suspect and a police officer race to the back of their vehicles and start pushing. Winter driving unites all Canadians. While not everyone will appreciate what its like to be chased by the police, drivers certainly understand and share the frustrations of winter conditions, says Alan Russell, chief creative officer, DDB Canada. The campaigns humorous approach <b>…</b>