UK vehicle maintenance provider, Kwik Fit, has an ad van roaming around Sydney. There’s another in Fort Stockton in Texas, and a third in Shinjuku City in Tokyo.
The absurd ad placements highlight the brand’s 20,000-mile guarantee for all Bridgestone Turanza Season 6 tyres. Each if the three ads is 20,000 miles from the UK.
The full tongue-in-cheek campaign includes scenic photos of each of Sydney’s ‘out of place’ out-of-home ad in OOH sites across the UK, showing the nation just how far Kwik Fit will go to prove a point. And a livestream of a digital billboard in the small rural town of Marulan Australia will be shown at the Outernet in London – expect to see Kwik Fit’s out of context OOH rubbing shoulders with rolling hills, picturesque farmland and maybe even a kangaroo.
The UK OOH campaign media was delivered by EssenceMediacom, while VCCP Media’s creative partnerships team working with Posterscope arranged the Texas, Australia and Tokyo placements and the livestream stunt on the Outernet. VCCP’s global content creation studio, Girl&Bear, oversaw production.
Tom Gentle, head of retail marketing at Kwik Fit, stated, “In a world of AI, CGI and fake ads, it was refreshing to create this as a real campaign, running Kwik Fit ads in markets Kwik Fit doesn’t even exist within, all with the aim of demonstrating that 20,000 miles is a really, really long way away – further than many people might think. As Kwik Fit aims to ensure their customers drive away happy every time, we wanted to bring this to life in a way only they could.”
Dipesh Mistry, creative director at VCCP, added, “Getting the job done is one thing. Doing it over 20,000 miles is another. For our customers and for our wonderful clients, together we continue to push the work – making sure everyone drives away happy every time.”
Credits
Client: Kwik Fit
Advertising Agency: VCCP
Creative Directors: Tony Hector, Dipesh Mistry, Drew Haselhurst
Creatives: Kat Lwahas, Ed Rees
Account Lead: Joe Humphries
Account Manager: Grace Munro
Creative Producer: Eleanor Hardy
Strategy Lead: Harry Neale
Post Production: Stanley’s Post
Content Creation Agency: Girl&Bear
Senior Designer: Rob Churcher
Artlab Manager: James Perry
Senior Creative Artworker: Jana Hajkova
VCCP Media:
Creative Partnerships Lead: Jack Bellamy
Planning Lead: Hannah Laffan
Commercial Lead: Paul Capleton
Outdoor Specialists: Posterscope
