The initial gothic font letters 'm' and 'A' followed by the full 'MIDAS' logo.

The ad opens with the letters 'm' and 'A' in a gothic font, then transitions to the full word 'MIDAS' with a crown above the 'i'. It then shows text 'LE VRAI DU FAUX' on a yellow background. The ad then asks 'Que fait Midas de ses milliers de batteries usagées?' with a car and a battery icon. It shows a car being serviced and a battery being replaced, with text indicating batteries are changed every 5 years. The ad then shows a Midas store with many batteries stacked outside, totaling '124 TONNES' and states '124 tonnes par an pour le recyclage'. It illustrates that batteries contain acid, lead, and other dangerous metals. The ad shows hands protecting a leaf with trees and sun in the background, symbolizing environmental care. It then shows technicians in protective gear handling a hazardous waste container. The containers are then shown being collected by trucks and taken to a factory for recycling. The ad concludes with a recycling symbol around a globe, and mentions recycling tires, oil, and coolant. Finally, it shows Midas technicians working together in front of a Midas store with trees, emphasizing their commitment to preserving the environment. The ad ends with the Midas logo and tagline.