A Kwik Fit mechanic rolls through the chain’s services in VCCP’s absurdist spot

Here’s some silliness to start the week: an absurd, entertaining spot from VCCP for Kwik Fit, an auto maintenance chain in the U.K., which takes a rather daft approach to your standard employee testimonials. Harold Einstein, whose history of absurdism dates back to his Cliff Freeman days, directed the 60-second spot. It shows a Kwik Fit mechanic delivering his lines from an under-car roller, which he stays on throughout the spot. Even more peculiar is his co-worker Glenn, who is stuffed inside a rolling tire. Throw in a creepy dude with a pink feather, an awkward standoff in a customer’s driveway and a passive aggressive signoff from an older couple, and you have the year’s most unexpected auto-maintenance ad. Also read: The state of comedy in advertising and why absurdist humor is in “Our brief was to demonstrate how our technicians make sure our customers drive away happy every time,” said Tony Hector, group creative director at VCCP. “We took a humorous, surreal approach—brought to life by the brilliant Harold Einstein, which helped us deliver this message while standing out within the vehicle servicing category.” “At Kwik Fit, our customers are at the core of everything we do,” said Tom Gentle, head of retail marketing at Kwik Fit. “This campaign aims to showcase the exceptional quality of our service and the genuine care we have for every journey our customers take. Kwik Fit is here for everyone across Britain, ensuring their cars are in the best hands, no matter what they need.” More Creativity coverage from Ad Age: Sign up for our daily Creativity newsletter to see the best stories of the day.

A Kwik Fit mechanic rolls through the chain’s services in VCCP’s absurdist spot

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