Kwik Fit, 'Idents: Real Drivers' by Cogent

In your mind it’s sunny, you’re driving a convertible and the radio is playing only your favourite songs. In reality, you’re sitting bumper to bumper in the driving rain on the M25, pleading with the traffic gods to just let you advance an inch.

Izzy Ashton

Deputy Editor, BITE Creativebrief

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Kwik Fit

Treating everyday drivers like BTCC racers, we highlighted Kwik Fit’s expertise across their wide range of services, while driving positive perception of the brand amongst race fans.

Agency:: Cogent, Coventry

Disciplines

Advertising/Creative Brand strategy Integrated marketing

Sector

Automotive

Bite Insight

You know that feeling. When you’re sitting in the driving seat of your car and the road in front of you is blissfully empty. You wind down the window and the air whooshes inside. In your mind it’s sunny, you’re driving a convertible speeding along the open road and the radio is playing only your favourite songs. In reality, you’re sitting bumper to bumper in the driving rain on the M25, pleading with the traffic gods to just let you advance an inch.

Regardless of your driving experience, Kwik Fit want to reassure you that even your everyday driver can feel like a BTCC racer. The British Touring Car Championship (BTCC) has been running for the last 50 years. For Kwik Fit, working alongside Cogent, these idents are designed to demonstrate that the brand’s expertise extends from top racer to boy racer.

Each ident highlights the range of services on offer. From Jordan needing new brakes to tires for Lucy and the Singh family’s aircon recharge, the voiceover aligns each offering with the individual.

Idents offer a brand and agency the scope to get creative, to make a nod to the brand that also aligns with the programme they bookend and also tells a story, all within 10 seconds. ‘Real Drivers’ does just this by showing us those everyday drivers that we either are or know, even if they’ll never be racing in a championship.