Simplicity, irreverence and a liberal dose of the absurd has made Kwik Fit’s latest commercial the winner of the latest Thinkboxes award for TV advertising creativity.
In the 60-second “Reasons why you’ll drive away happy every time”, Kwik Fit staff members’ superior knowledge and customer service are demonstrated, deadpan, alongside absurdities.
“TV is really important to Kwik Fit,” says head of retail marketing Tom Gentle. “It allows us to be distinctive, [to] separate ourselves from the pack and be remembered when people may next need us.”
VCCP’s brief was to give drivers more reasons to trust Kwik Fit as the best place to go for motoring maintenance. To this end, the VCCP team set out to convey the brand’s personality, and the personable approach of its highly trained staff, using humour.
The solution it came up with, which marked a tonal shift from past spots, was to use TV to …