What it had to solve
Show just how far 20,000 miles can take you, while underlining Kwik Fit's promise that customers 'drive away happy every time'.
How it works
A billboard at historic Fort Stockton in Texas, a spot above Tokyo's Shinjuku, an ad van through Sydney; photos of those billboards ran on UK OOH, and a livestream of a rural Marulan, Australia billboard — kangaroos included — broadcast at London's Outernet, with Posterscope arranging global placements.
What it did
No campaign results were published; the stunt's point was its own proof — real ads, real distance — with Tom Gentle calling it refreshing to build this as a real campaign in a world of AI and CGI ads.
Background
In October 2025 Kwik Fit, the UK automotive maintenance provider, and its agency of record VCCP launched a campaign taking 'going the extra mile' to absurd heights: to promote the Bridgestone Turanza 6's 20,000-mile guarantee for Season 6 tyres, they placed real out-of-home activations nearly 20,000 miles from the UK — a billboard at the historic Fort Stockton in Texas, a high-impact spot above Tokyo's Shinjuku district, and an ad van cruising through Sydney, cities where Kwik Fit has no business being.
The twist: scenic photos of these out-of-place international billboards appeared on OOH sites back in the UK, turning the stunt into a self-aware commentary on how far Kwik Fit will go. A livestream of a digital billboard in rural Marulan, Australia — rolling hills, farmland and the occasional kangaroo — was broadcast at the Outernet in London. The UK leg was executed by EssenceMediacom, with VCCP Media's Creative Partnerships team and Posterscope arranging the global placements and livestream, and production overseen by VCCP's global content studio Girl&Bear.
"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," said Tom Gentle, Kwik Fit's Head of Retail Marketing. VCCP creative director Dipesh Mistry added: "Getting the job done is one thing. Doing it over 20,000 miles is another."
Why it lands
The guarantee's number becomes an experience: the brand literally bought media 20,000 miles away.
Placing ads where the brand doesn't operate proves the point at the cost of zero local relevance — deliberately.
Documentation loops the stunt home: photos and a livestream turn remote placements into UK OOH content.
In an AI-and-CGI era, 'this really happened' is itself the differentiator the client wanted.
What you can take
A numeric claim becomes believable when you spend media to act it out: the distance is the demonstration.
Since then
The campaign ran globally from late September 2025, with the Outernet livestream and UK OOH documentation amplifying the remote placements.
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