Kwik Fit drives home its 20,000 Mile Guarantee with global OOH stunt by VCCP

LONDON, UK — Leading automotive maintenance provider Kwik Fit, together with its creative agency of record VCCP, has rolled out a bold new campaign that takes “going the extra mile” to absurd new heights.

To promote the Bridgestone Turanza 6’s 20,000-mile guarantee for all Season 6 tyres, Kwik Fit launched a series of unexpected out-of-home (OOH) activations across the globe – some nearly 20,000 miles away from the UK. The campaign playfully positions the brand in places where it has no business being: a billboard at the historic Fort Stockton in Texas, a high-impact spot above Tokyo’s bustling Shinjuku City, and even an ad van cruising through Sydney.

The initiative highlights just how far 20,000 miles can take you while underlining Kwik Fit’s commitment to ensuring that customers “drive away happy every time.”

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Adding a clever twist, scenic photos of these “out-of-place” international billboards are themselves appearing on OOH sites back home in the UK – turning the stunt into a self-aware, tongue-in-cheek commentary on just how far Kwik Fit will go to make a point. In another layer of creative execution, a livestream of a digital billboard in rural Marulan, Australia, is being broadcast at the Outernet in London, juxtaposing Kwik Fit’s branding against rolling hills, farmland, and the occasional kangaroo.

The UK leg of the campaign was executed by EssenceMediacom, with VCCP Media’s Creative Partnerships team and Posterscope arranging the global placements and the livestream activation. Production was overseen by VCCP’s global content studio, Girl&Bear.

Tom Gentle, Head of Retail Marketing at Kwik Fit said: “In a world of AI, CGI and fake ads, it was refreshing to create this as a real campaign, running Kwik Fit ads in markets Kwik Fit doesn’t even exist within, all with the aim of demonstrating that 20,000 miles is a really, really long way away – further than many people might think. As Kwik Fit aims to ensure their customers drive away happy every time, we wanted to bring this to life in a way only they could.”

Dipesh Mistry, Creative Director at VCCP added: “Getting the job done is one thing. Doing it over 20,000 miles is another. For our customers and for our wonderful clients, together we continue to push the work – Making sure everyone drives away happy every time.”