Faulds Advertising brings back the famous Kwik-Fit fitters this
week with its debut campaign since winning the pounds 10 million
business in April.
The commercials bring back the car repair heroes in the form of a soap
opera, complete with Dallas-style music and a team of fitters from a
typical Kwik-Fit centre. Characters include a master manager, a Kwik-Fit
fitter, a brake specialist and an apprentice called Darren.
Using the dramatic device of the soap opera, the first three ads focus
on a range of products and services. In a light-hearted way, they aim to
reinforce the company’s commitment to the highest standards of customer
service. Darren is seen memorising the code of practice as he soaks in a
bubble bath before going to work.
All the ads have retained the well-known line, ’you can’t get better
than a Kwik-Fit fitter’, which is written on the back of the fitters’
Doug McKenzie, Kwik-Fit’s marketing director, said: ’We wanted to build
on the success of the original Kwik-Fit fitter campaigns. In our new
advertising, we have a contemporary idea which contains all the charm
and impact of the original campaigns and retains the Kwik-Fit fitter as
the hero in all that we do.’
Faulds set up a separate unit, called Kwik Faulds, to handle the
full-service account. The agency won the business after a pitch against
the Leith Agency and the previous incumbent, the Morgan Partnership.
The ads were directed by Richard Phillips through Union Commercials, and
were devised by Faulds’ creative director, Billy Mawhinney, with Jim
Downey and Mike Coulter.