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Kwik Fit 'KITT' advert

Agency: DDB UK

Client: Kwik-Fit

DDB UK unveils the latest execution in the award winning Kwif-Fit campaign this week. It aims to promote the breadth of products and services they offer, alongside a range of uniquely talented fitters culminating in the line "Kwik-Fit.  You'll be amazed at what we do".

This time around the campaign has evolved outside the traditional Kwik-Fit service centre and sees our uniquely talented Kwik-Fit fitters showcase their ‘amazing’ skills in other scenarios such as a bear pit or in CGI ‘video game’ style.

Matt Delahunty, account director at DDB says; “Kwik-Fit offer so much more than just tyres and exhausts, and this campaign is all about getting this across in an entertaining way and building on the brands history of creating memorable advertising”.

Indeed this Monday (12 April) one execution will see the return to British TV screens of the nation’s favourite car – KITT, the iconic Pontiac Trans Am from the 80s series Knight Rider.  However, the other star of the show - KITT’s human partner, David Hasselhoff - has been replaced by a Kwik-Fit fitter called Derek.

Kwik-Fit commissioned research company ICM to survey more than 2000 people across the UK to find out which car consumers would most like to see in its advertising. In the ad KITT is in a Kwik-Fit centre having his brakes repaired yet instead of his traditional sidekick, Michael Knight (David Hasselhoff), KITT is in the caring hands of Derek, who also advises him about Kwik-Fit’s free lifetime brakes guarantee.

David White, customer services director at Kwik-Fit says: “The KITT ad is the latest addition to our “You’ll be amazed” campaign – it supports our promise that if you buy new brake pads or shoes, that we’ll replace them for free for as long as you own the car.  And that applies to any car; it doesn’t have to be a star of TV.  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.”

The campaign first launched in 2008 with seven service centre based TV ads starring a bird tamer, hypnotist and ventriloquist fitters.  The new executions, as before, have been written and art directed by Dave Henderson and Richard Denney, and directed by Andy McLeod out of Rattling Stick. 

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