Car mechanic firm Kwik-fit humanises the business’s efforts to make sure customers “drive away happy every time” in its newest ad.

Created by VCCP and directed by comedic director Harold Einstein (renowned for Outsider and the man behind Twix’s recent ‘Camping’ ad), the hero film centres on a friendly and helpful technician who ‘rolls through’ all the reasons why customers always leave satisfied after every visit.

The campaign launches from today (7 October) and will run across TV, video-on-demand, digital-out-of-home, radio and digital. Media planning and buying is led by EssenceMediacom.

In the film, the Kwik-fit technician is shown gliding into view on a mechanic’s under-car roller, while a second mechanic squeezed inside a large tyre rolls onto screen.

Subscribe to Marketing Beat for free

Sign up here to get the latest marketing news sent straight to your inbox each morning

After showing the technicians arriving at a customers home, and showing off services including mobile fitting and more, the deadpan spot finishes with two elderly customers sitting contently in their car.

“Our brief was to demonstrate how our technicians make sure our customers drive away happy every time,” said VCCP group creative director Tony Hector.

“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.”

By highlighting the everyday interactions between customers and technicians, the film acts as a pivot for a brand often seen as a corporate alternative to local mechanics.

“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,” said head of retail marketing Tom Gentle.