Faulds Advertising creates soap-style TV push for Kwik-Fit

Faulds Advertising brings back the famous Kwik-Fit fitters this week with its debut campaign since winning the pounds 10 million business in April.

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’

overalls.



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.



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