Kwik Fit slides into your DMs

There's a subtle art to making something simultaneously sincere and silly, and in its new film for Kwik Fit's Kwik Chat initiative, VCCP has nailed it.

Created following the campaign's win at ITV's Head First competition, which awarded £1 million in airtime to an idea promoting mental wellbeing, the film sees a Kwik Fit technician glide around a garage and waiting room on a mechanic's creeper, encouraging customers to turn the dead time of waiting for their car into an opportunity to check in with someone they care about.

Directed by MindsEye's Mike Upson in collaboration with VCCP's content creation studio Girl&Bear, the piece leans into the absurdity with such endearing sweetness that you don't know whether to laugh or cry.