Car repair firm Kwik Fit has launched a new campaign aimed at making the UK a safer, happier place to be.

Devised by its agency of record VCCP, the work titled ‘Road Happy’, utilises Ocean Outdoor’s vehicle react technology to anonymously scan cars stuck in queues at traffic lights.

The drivers of the vehicles are then provided with a joke based on the make, class, colour or fuel type of their car.

Jokes include: “Hey you in the Italian car. Why should you always use a sat nav? Because otherwise you’ll just Rome around’; “Hey, driver in the white car. Why does it cost so much to put air in a tyre? Inflation!”; and “Hey cab driver. What’s worse than raining cats and dogs? Hailing taxis!”.

Harry Neale, strategist at VCCP said: “Kwik Fit exists to keep Britain’s drivers safe on the roads and ensure that they drive away happy, every time. That isn’t just when they leave a Kwik Fit centre, but whenever they are on the road.”

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“This campaign helps to do just that, with the opportunity to have a positive impact on drivers beyond just the physical service provided. Road rage is no joke, but by using Ocean’s vehicle react technology to grab people’s attention with an extra layer of relevancy, we can turn it into one,” he added.

The campaign will be active across six roadside locations including Holland Park Roundabout in London, Bullring South in Birmingham, Princess Road in Manchester and The Screen on West Quay in Southampton.

‘Road Happy’ won a silver medal at Ocean Outdoor’s annual Digital Creative Competition.

Ocean Outdoor UK head of marketing Jennifer Bell said: “This campaign is a positive reinforcement of the brand. A refreshingly simple creative idea which is right where Kwik Fit positions itself.”