Kwik Fit has launched a new campaign titled ‘Road Happy,’ created in collaboration with VCCP. T

The campaign utilizses Ocean Outdoor’s vehicle react technology, which scans vehicles anonymously at traffic lights.

The initiative is part of Kwik Fit’s broader mission to improve road safety while promoting a more positive driving experience.

The campaign’s creative features 10 different jokes that are triggered by specific data and location. Examples include: “Hey you in the Italian car. Why should you always use a sat nav? Because otherwise, you’ll just Rome around”; “Hey, driver in the white car. Why does it cost so much to put air in a tyre? Inflation!”; and “Hey cab driver. What’s worse than raining cats and dogs? Hailing taxis!”

Each ad concludes with the uplifting message: “Happy drivers are safer drivers.”

The campaign is live across six roadside locations, all equipped with Ocean Outdoor’s vehicle react technology. These locations include high-traffic areas in London (Holland Park Roundabout and Gypsy Corner), Birmingham (Bullring South), Manchester (Princess Road), Newcastle (The Screen on the Tyne), and Southampton (The Screen on West Quay).

The ads will continue until each location reaches 6,000 play-outs.

Harry Neale, Strategist at VCCP said: “Kwik Fit exists to keep Britain’s drivers safe on the roads and ensure that they drive away happy, every time. That isn’t just when they leave a Kwik Fit centre, but whenever they are on the road. This campaign helps to do just that, with the opportunity to have a positive impact on drivers beyond just the physical service provided. Road rage is no joke, but by using Ocean’s vehicle react technology to grab people’s attention with an extra layer of relevancy, we can turn it into one!”

Tony Hector, Creative Director at VCCP added: “When a purpose brief like this lands, the instinct is often to go heavy — to make it worthy and serious. But with a thought like ‘Drive away happy every time’, you realise you can still land a meaningful message by being engaging, even funny. That’s the creative leap: using humour to say something serious is what makes this work stand out.”

Ocean Outdoor UK head of marketing Jennifer Bell said: “This campaign is a positive reinforcement of the brand. A refreshingly simple creative idea which is right where Kwik Fit positions itself. As a motorist, you do not know that you are being teched – and it would be hard not to crack a smile at the ‘dad jokes’ .”