Kwik Fit, the automotive maintenance provider, has unveiled its latest campaign, developed by creative agency VCCP in London.
The light-hearted, integrated campaign aims to showcase how Kwik Fit ensures customers “drive away happy every time,” by putting Kwik Fit’s highly trained staff and advanced services front and center.
At the heart of the campaign is this 60-second film from comedy director Harold Einstein via production company Outsider in London.
The film focuses on a helpful, friendly Kwik Fit technician who “rolls through”–literally–all the reasons why customers will always leave satisfied after every visit. In the spot, the technician glides into view on a mechanic’s under-car roller, effortlessly explaining the benefits customers receive at Kwik Fit. The technician is laying down the entire time. As the spot continues, it gets even more surreal–we see a second technician, squeezed inside a large tire, roll on-screen. We even see the technician arrive at a customer’s home, rolling onto her driveway to emphasize Kwik Fit’s mobile fitting service. The film wraps up with two elderly customers sitting contently in their car, one smiling at the exceptional service they received from Kwik Fit.
The deadpan film mirrors the real, everyday interactions between customers and Kwik Fit staff in an absurd way, using comedy to emphasize the friendly, knowledgeable service they provide. The campaign also draws attention to Kwik Fit’s more advanced services, such as ADAS sensor recalibration and mobile fitting, which further differentiate the brand from competitors.
Tony Hector, group creative director at VCCP, said, “Our brief was to demonstrate how our technicians make sure our customers drive away happy every time. We took a humorous, surreal approach – brought to life by the brilliant Harold Einstein, which helped us deliver this message while standing out within the vehicle servicing category.”
