Kwik Fit lays down 'drive away happy every time' ad blitz

Car maintenance provider Kwik Fit has unveiled a “surreal” ad campaign featuring a helpful, friendly Kwik Fit technician who rolls through – literally – all the reasons why customers will always leave satisfied after every visit.

Developed by VCCP, the new spot could not be further away from the 1980s’ “You can’t get better than a Kwik Fit fitter” if it tried and aims to showcase how Kwik Fit ensures customers “drive away happy every time”, by putting Kwik Fit’s staff and advanced services front and centre.

At the heart of the campaign is a 60-second film, directed Harold Einstein of Outsider – who recently directed the award-winning Twix’s ‘Camping’ – with the tongue-in-cheek style adding a touch of humour while reinforcing Kwik Fit’s focus on quality service and trustworthiness.

In the spot, the technician glides into view on a mechanic’s under-car roller, explaining the benefits customers receive at Kwik Fit, laying down the entire time.

As the spot continues it gets even more surreal – we see a second technician, squeezed inside a large tyre, roll on-screen. We even see the technician arrive at a customer’s home, rolling onto her driveway to emphasise 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 is designed to mirror the everyday interactions between customers and Kwik Fit staff in an absurd way, using comedy to emphasise 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.

It will launch this week in the UK across TV (Finecast TV and VOD), DOOH, radio, and digital. Media planning, buying and strategy is led by EssenceMediacom. VCCP’s global content creation studio Girl&Bear worked with director Harold Einstein and Outsider.

Kwik Fit head of retail marketing Tom Gentle said: “At Kwik Fit, our customers are at the core of everything we do. This campaign aims to showcase the exceptional quality of our service and the genuine care we have for every journey our customers take. Kwik Fit is here for everyone across Britain, ensuring their cars are in the best hands, no matter what they need.”

VCCP group creative director Tony Hector added: “Our brief was to demonstrate how Kwik Fit technicians make sure 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.”