Thinkbox
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 entertain, so people would remember Kwik Fit with a smile.
Read the full article on Campaign.
Kwik Fit: “Reasons why you’ll drive away happy every time”
- Agency: VCCP
- Creative team: Mark Orbine, executive creative director; Tony Hector, creative director; Dipesh Mistry and Drew Haselhurst, creative directors
- Client: Tom Gentle, head of retail marketing
- Production company: Outsider
- Director: Harold Einstein
EE: “Clocking off”
- Agency: Saatchi & Saatchi
- Creative team: Ben Mooge; Will John; Samual Simmons; George Coyle
- Client: Niamh O’Connor, brand campaign manager
- Production company: Love Song
- Director: Daniel Wolfe & Louis McCourt
Currys: “IRL (Beyond techspectations)”
- Agency: AMV BBDO
- Creative team: Will Brockwell; Louis Prenaud; David Westland; Jeremy Tribe
- Client: Aisling Lancaster, head of brand and advertising
- Production company: Red Studios
- Director: Greg Bell
John Lewis: “The window”
- Agency: Saatchi & Saatchi
- Creative team: Franki Goodwin; Eoin McLaughlin; Mia Silverman; Olivia Weston; Emily Downing
- Client: Katie England
- Production company: Somesuch
- Director: King She
Tombola: “Open for fun”
- Agency: Meanwhile
- Creative team: Meanwhile
- Client: Emma Luke, campaign manager
- Production company: Blink
- Director: Big Red Button
