Kwik-Fit ad features Kitt from Knight Rider

LONDON - Kwik-Fit is launching a new TV campaign reviving Kitt, the iconic Pontiac Trans Am car from the 1980's series 'Knight Rider'.

The ad, created by DDB London, is in keeping with its running brand idea based on the talents of Kwik Fits fitters, and uses the strap line 'Kwik-Fit. You'll be amazed at what we can do'. It breaks this Monday (12 April).

David Hasselhoff, who played Michael Knight in the series, is replaced by a Kwik-Fit fitter called Derek. However, William Daniels, the original voice for KIitt, is used.

Kwik-Fit said that it had surveyed more than 2,000 people across the UK to find the car that would most appeal for the brand's new advertising campaign.

In the ad Kitt is in a Kwik-Fit centre having his brakes repaired in the hands of the Kwik-Fit fitter, who also advises him about Kwik-Fit's free lifetime brakes guarantee.

David White, customer services director at Kwik-Fit, said: "We saw the enduring interest in Kitt at first hand when we filmed the ad – he attracted a huge crowd of passers-by and, as the word spread about the shoot, more and more people came from nearby buildings to have their photo taken with him."

'Knight Rider' was revived by the US network NBC in 2008, with Val Kilmer providing the voice of Kitt, but it lasted for only one series.  The new show was broadcast on Channel Five.



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