- William Zabka has been tapped as the face of Midas's 70th anniversary campaign, a role that cleverly plays on his iconic Karate Kid legacy and the brand's signature "Midas Touch" positioning.
- The campaign is the debut work from Where Eagles Dare, the Pittsburgh-based independent creative agency appointed as Midas's new AOR in December 2025, replacing incumbent BarkleyOKRP.
- Zabka's star wattage has risen sharply following Cobra Kai's acclaimed six-season run (2018–2025) and his 2025 cameo in Karate Kid: Legends, making him one of Hollywood's most bankable nostalgia-driven personalities right now.
- Midas, now operating under Mavis Tire Express Services Corp., is using the milestone anniversary to aggressively reposition the brand as a modern dealership alternative.
Midas is kicking off its 70th anniversary in style, and it brought in the perfect guy for the job. William Zabka, best known as the original bad boy of The Karate Kid franchise, is the star of the auto service giant’s milestone campaign, rolling out in Spring 2026.
The casting is no accident. Zabka’s deep cultural ties to the Karate Kid universe make him a natural fit for a brand built around the “Midas Touch, ” a legacy positioning that Where Eagles Dare, Midas’s newly appointed creative AOR, is now reimagining for today’s drivers.
The Pittsburgh agency, which won the account in December 2025 following a competitive review that displaced BarkleyOKRP, promised “anniversary surprises” as part of a full-funnel creative refresh spanning broadcast, digital, social, and PR-driven activations.
For Zabka, this is his most visible brand partnership since Cobra Kai wrapped its final season in February 2025, a show he co-executive produced alongside Ralph Macchio for six seasons on Netflix. He also made a brief return as Johnny Lawrence in the 2025 theatrical release Karate Kid: Legends.
Much like Connie Britton’s recent brand collaboration with La Ligne, Zabka’s Midas deal shows how legacy entertainers can find fresh brand relevance in anniversary storytelling moments.
Midas, now part of Mavis Tire Express Services Corp. following its acquisition by TBC Corporation, has a history of celebrity-driven campaigns. The brand previously worked with BarkleyOKRP on its 2024 “Don’t Put Up With B.S.” platform, a campaign built around challenging the auto care industry’s reputation for dishonesty.
This 70th anniversary push marks a tonal shift toward heritage and cultural celebration, and Zabka, a man who built a career on iconic, long-lasting characters, fits that energy perfectly. It’s a playbook similar to what Burberry executed with Kid Cudi, Little Simz, and Teyana Taylor for its own anniversary campaign.
Takeaways
This deal is a masterclass in casting-as-strategy. Midas didn’t just hire a celebrity, they hired a cultural touchstone. Zabka’s “Midas Touch” name overlap is almost too good to be scripted, and with Cobra Kai ending in 2025 and Karate Kid: Legends fresh in theaters, his visibility is at a career high.
For Midas, it signals a brand serious about using its 70th anniversary as a genuine repositioning moment, not just a PR milestone. Where Eagles Dare’s appointment signals Midas wants bolder, more culturally resonant storytelling going forward.
Is nostalgia casting becoming the dominant celebrity marketing strategy for heritage brands in 2026? Could this campaign open the door for a longer-term ambassador relationship between Zabka and Midas, beyond the anniversary moment?
