Kwik Fit's return to TV ads lauds staff as 'heroes'

Kwik Fit, the car repairs company, is celebrating its customer service as it returns to TV ads.

The campaign, created by George & Dragon, explains the letters of thanks and praise the company receives. It shows five staff members walking in slow motion towards a customer as a letter is read by the voiceover.

One story is about a man who had to rush to Kwik Fit on the morning of his wedding when his car tyre was punctured. He was rushed to the front of the queue so he "didn’t have to keep his beautiful missus waiting".

At the end, the customer is seen in the wedding car with his wife at a Kwik Fit garage.

The second ad sees a young girl narrating a letter she wrote to Kwik Fit staff, in which she thanks them for saving her hamster, Jaffa, which had gotten stuck in the glove compartment of her mother's car.

The spots were created by George Coyle and Sam Simmonds, and directed by Jim Gilchrist through Outsider. MediaCom handled the media planning and buying.

The campaign launches on Saturday 23 April on ITV during Britain’s Got Talent.

Dhiren Master, the marketing director at Kwik Fit, said: "Our challenge was to replace the iconic ‘you can’t get better’ campaign.

"It is well remembered, because it reflected all that was great about being British and what good service meant. Britain has moved along since then, as has Kwik Fit.

"We believe that we have met that challenge in this campaign, which heroes our staff, reflecting what is best about being British today: multi-cultural, polite, taking pride in their work, putting customers first.

"It’s based on real events, and thank you letters demonstrating how our staff regularly are seen as heroes saving the busy motorist from the many every day mini-crises."